5 Dos and Don’ts of Mobile Marketing Automation

martechadvisor.com

Marketing has a come a long way and has seen a number of changes, with mobile marketing being the most transformative one. Due to the wide channel that mobile is, marketers are increasingly adopting technology solutions that automate the process, improving efficiency and effectiveness. However, in order to get the best out of mobile marketing automation, one must remember these 5 dos and don’ts:

1. Keep a mobile-first mindset

Not having a mobile-first mindset is the biggest fail of any mobile marketer. Prioritizing other costs over mobile is a bad investment. This may lead to marketers falling back on traditional, less-effective, marketing strategies. Mobile offers a number of channels apart from just app downloading. A marketer can opt for push messages, emails, in-app messaging, geo-alerts, and so on. This is where mobile marketing automation (MMA) is most effective. It is perfect for sending push notifications, app messages, building user profiles, a/b split testing, real-time analysis, and more. MMA can help marketers communicate with the consumer on a personal level, thereby building a better relationship.

2. Do not focus only on acquisition

Brands tend to rely a lot on mobile in order to increase awareness. However, companies need to stop focusing on just bringing in newer customers and concentrate more on customers who bring in the revenue. MMA gives you the option to optimize the data that you already have access to, thereby allowing you to engage with customers and build a better relationship.

3. Always scale

Scaling is a must when it comes to MMA. Geo-targeting, though a good way to build a strong mobile strategy, is a waste of time and money if there is a lack of scaling. Marketers need to make sure that they are leveraging newer ways of testing in collaboration with commerce solutions, in-stores and retail partners.

4. Always capture relevant data

Another important thing that a marketer must keep in mind is to capture relevant data. Behavioral data is significant when it comes to the success of MMA. Hence, it is important to channel how your customers communicate with businesses. Marketers need to keep an eye on the daily activities of customers in order to understand the demographic information. Marketers also need to know where the user resides in the customer journey.

Though MMA is all about data, relying on one single point of data can be risky. For example, with geo-location, marketers know only one thing about their customer, that is, the location. So, marketers tend to send messages according that one single knowledge. It may work at times but can annoy customers often. That is why, it is important to broaden the range of data.

5. Personalize and offer value

Customers tend to disengage easily, if a mobile marketing campaign is not personalized enough. They value those campaigns that have a customized element to them. Capturing inadequate data can be one of the reasons for the lack of personalization. Therefore, personalizing content is a key factor in effective mobile marketing.

However, personalization and engagement is just a small part of a good marketing strategy. For a marketing strategy to ace, marketers need to offer value to the customers. Your MMA effort needs to catch up with this soon.