Traditional marketing automation is generally done office to office. Your messages go from your work desktop to your lead’s desktop. That’s the summation of the process as it has traditionally been in the years since automation has become commonplace. However, in the last ten years, the world has grown increasingly more enamored with mobile internet access. Research predicts that the number of mobile-only internet users will grow from 32.1 million to 52.3 million by 2021. So for a marketer to ignore this growing population would a huge waste of potential. Thankfully, automation programs exist to capitalize on.
Here’s how you should be leveraging mobile platforms in your automation efforts.
First thing’s first: what is mobile marketing automation (MMA)? It seems like it’s pretty self-explanatory from the name, but what is it really? Mobile marketing automation is automation designed to better reach leads on their mobile platforms. By leveraging the uniqueness of the platform marketers can reach leads in ways previously unconsidered.
One of the primary features of MMA is the ability to directly contact leads with SMS messaging and MMS two-way communications. There’s no limit to the number of things that can be sent in these mobile messages, but as with most other marketing automation efforts, it may be wise to send them special deals and offers in such a cold call style situation. These offers include coupons, discounts, tickets, and surveys. You should be wary of such efforts, however, as some leads may not appreciate you contacting their mobile numbers.
MMA can also be done through apps and push-messaging. This can be a little more subtle than sending people outright text messages as it all goes through an app. Of course, the caveat here is that you have to sink time into developing an app to supplement your marketing. Other features of MMA include Geolocation, reporting and analytics, and custom content creation.
The biggest reason to adopt MMA? The overwhelming potential for personalization.
Any marketer worth their salt is going to appreciate the value of strong personalization. It’s directly tied to the medium in which the messages are being sent. Personalization for the ultimate personal platform. Studies have shown that more personalized efforts have greater impact on leads and as such ultimately make more sales.
Sounds like a pretty good deal so far, right? Almost too good to be true? Anything and everything will have its downside, and MMA is no exception. We’ve already covered the possibility of blasting leads with large amounts of unwanted messaging, but what are some other hurdles a marketer will have to overcome with MMA?
A common mistake, especially when transitioning from more traditional marketing automation, is the failure to optimize materials for mobile. Not all your marketing materials are going to work for mobile. You need to optimize content or create new material for your new strategy for it to be effective. To say nothing of the common marketing pitfalls that still apply in MMA, like relying on one channel, failing to build relationships with past customers, not capturing the right data in your analytics, failing to place a call to action, and others.
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