25 Oct Is Mobile Marketing Automation Right for You?
Newer methods in brand marketing strategy have marketers realizing that gaining new leads and retaining loyal customers is dependent on connections built. Brands have to be authentic and connect with their users by offering value instead of interruption. While old methods focused on advertising that pushed a brand-centered message, new marketing methods focus on content that is user-centric.
It makes sense that marketers have found some of their strongest engagement with today’s consumers are coming from mobile-optimized content published on mobile platforms. But, this content still has to be personalized in order to really capture in the interest of the user and meet needs. Personalization takes time and valuable content takes effort. In order to meet the needs and interests of a growing number of leads, customers and contacts, brands are automating key parts of their content strategies.
What is Mobile Marketing Automation?
Just like marketing automation for inbound marketing strategies, content can be set up and fired off to users based on specific behavior. If a customer, for example, makes a certain number of purchases, a loyalty thank you could be sent to him or her. If a new lead signs up for mobile SMS marketing messages, a welcome text should be sent. Special coupons can be immediately sent out with a mass SMS service or pop up as an app alert in real-time for users that come within a certain radius of a brand’s brick and mortar location.
Surveys, reminders, deals and other types of content can all be set up to be sent out when an action of the user triggers preset requirements established by the marketer. This allows important content to be delivered at any time without a marketing having to directly oversee its send off.
Will Mobile Marketing Automation Work for You?
Mobile marketing and automation isn’t necessarily right for every single company. Most, however, find that a big part of their audience is already using mobile, so shifting to mobile-optimized content just makes sense. Some companies don’t have the foundation laid to shift into automated content for mobile marketing. Your company may want to consider the following questions:
- Do you have multi-channel campaigns (social media, SMS messaging, email, blogging, etc.) setup to run across various devices (desktop, laptop, smartphone, tablet, etc.) with multiple platforms (Windows, iOS, Android, etc.)?
- Are you already working to track information about your contacts in order to segment your lists and personalize your messages?
- Are there certain messages that you find yourself sending out (or needing to send out) that should be automated based on behavior?
- Are your response times currently within an hour of a given customer action?
Automated marketing is only going to work for companies that are already approaching content in a customer-centric way. Brands that are not already set up for mobile-optimization are going to have to adjust their content and design before they can appeal to mobile users. Inbound marketing automation (especially mobile marketing automation) can greatly increase a brand’s response time, which is important to most users today. Automating content will also reduce the redundant tasks of your marketing team, letting them focus on content creation and reaching out to users that require unique connections.