This guide will walk you through what a mobile marketing automation platform is, how they work, and how to choose the best one for you.
A mobile marketing automation platform is a tool that helps businesses automate their mobile marketing efforts.
The platforms enable app marketers to deliver personalized messages to their audience and typically include features such as user segmentation, campaign management, message personalization, and advanced analytics.
Using a mobile marketing automation platform allows businesses to streamline their mobile marketing strategies and increase both their app engagement and conversions–you can find the best mobile marketing automation platforms in our directory below.
What is a mobile marketing automation platform?
The main purpose of a mobile marketing automation platform is to streamline and optimize your mobile marketing efforts.
This type of platform automates tasks such as sending push notifications, in-app messages, and email campaigns to users based on their behavior and preferences.
Mobile marketing automation platform example
Source: MoEngage
By using data-driven insights and machine learning algorithms, marketers can deliver personalized and relevant messages to each user, improving engagement and retention rates.
Additionally, a mobile marketing automation platform can provide analytics and reporting tools to measure the effectiveness of mobile campaigns and allow you to adjust your strategies accordingly.
The overall goal is to create a seamless and valuable user experience that drives app growth and revenue.
Types of app marketing automation tools
Several types of app marketing automation tools can help to optimize your mobile app marketing campaigns. They can be categorized into the following main groups:
- Multichannel marketing–This is where native mobile marketing services are used, including those for mobile web purposes. Multichannel marketing refers to a strategy that involves using different channels to reach and engage with potential users.
- Mobile marketing platform–These platforms are solely for mobile apps. A good mobile marketing platform will provide tools for tracking user engagement and measuring the success of campaigns, allowing app developers to make data-driven decisions.
Mobile marketing automation platform example
Source: Braze
Some of the best options here include Appboy, Leanplum, and Braze, although ultimately, the best app marketing automation tool for you will depend on the specific needs and goals of your business.
Why do I need mobile marketing automation software?
Mobile marketing automation software can be valuable for simplifying your marketing efforts and improving overall app user engagement.
Below, we’ve listed the key reasons why you need to make use of the platforms.
Time efficient
App marketers will be able to save time by automating the most pressing tasks, for example, sending targeted messages to a specific user segment.
They’ll also have access to valuable insights into customer behavior and user preferences that allow them to tailor their marketing efforts as they go.
Engage and re-engage users automatically
Using mobile marketing automation software can improve customer engagement and ultimately lead to increased sales and revenue because the ability to engage and then re-engage users is at your fingertips (as and when you need it).
In a nutshell: the software helps you to keep your customers informed and interested in your brand.
Mobile marketing automation platform example
Source: Vibes
Widen your reach
Expanding your mobile reach can be a great way to attract new app users and increase your brand’s visibility.
Mobile marketing automation platforms allow you to personalize your messaging and target specific demographics, increasing your chances of reaching new customers and growing your business.
Improve your strategy
Mobile marketing automation software can improve your strategy by providing you with the tools to target the right audience, create personalized campaigns, and measure your results.
The platforms allow you to automate your marketing tasks, saving you both time and resources. In particular, the insights into customer behavior and engagement allow you to make data-driven decisions and improve your app marketing strategy.
Maximize app profit
Mobile marketing automation platforms allow you to find the right balance between monetization and user satisfaction, and you can increase revenue while still providing value to your users.
It’s important to constantly monitor and analyze user behavior and feedback, and automation platforms make that a more achievable reality.
How do app marketing automation platforms work?
App marketing automation platforms are designed to optimize the process of promoting mobile apps. The platforms typically offer a range of tools and features that enable app developers and marketers to create targeted messaging campaigns, track user behavior, and optimize app performance.
At a high level, app marketing automation platforms operate by analyzing user data and behavior patterns in order to deliver personalized messaging and experiences to individual users.
Below, we’ve listed some of the key features of marketing automation platforms.
User segmentation and personalization
When promoting mobile apps, user segmentation and personalization are important. The good news is that app marketing automation platforms enable app developers to analyze user data and behavior patterns and allow them to deliver highly personalized messages to their users.
By identifying different user groups based on demographics, interests, behaviors, and other critical factors, app developers can tailor their marketing efforts to better meet the needs of each group.
Automated engagement and communications
Engaging with users of mobile apps is tough, but automated tools can be incredibly helpful here.
With the aid of automation tools, app developers can simplify their engagement efforts and ensure that each user receives personalized messaging at the right time. This approach increases user engagement, improves retention rates, and ultimately leads to increased app revenue.
Cross-channel management
Cross-channel management is a strategy that involves consistent messaging across all platforms and channels for your app users.
Mobile marketing automation platforms are effective at boosting your app engagement efforts and delivering personalized messaging, as well as maintaining a strong brand image across multiple channels.
Mobile marketing automation platform example
Source: Swrve
A/B testing
A/B testing is a valuable feature that allows you to compare two different versions of a design element to determine which one performs better.
By testing different variations of your app’s interface and user experience, you’ll be able to identify areas for improvement and make data-driven decisions that provide the best possible experience for users.
It’s important to be strategic and intentional with your testing and to use the insights gained to make meaningful improvements to your app.
Gather relevant data
Mobile marketing platforms enable you to gather relevant app data and help you to understand your customer behaviors and preferences.
Using the data allows you to target your marketing efforts more effectively, resulting in higher engagement and conversions. The platforms also provide valuable insights into the effectiveness of your campaigns, which helps you to continuously improve your marketing strategy.
Analytics
The best mobile marketing automation platforms provide leading analytics capabilities that allow you to up your app marketing game.
For example, Swrve’s integrated analytics enable you to quickly understand your app’s health with easy-to-use reports, and you’ll be able to monitor all users or granular segments for monetization, engagement, and retention.
Integrating analytics into mobile app development is often a game-changer.
What to look for when choosing mobile marketing automation platforms
When choosing a mobile marketing automation platform, there are several key factors that you need to consider. You’ll want to ensure that the platform is user-friendly and easy to navigate, and you should look for a platform that offers robust analytics and reporting features.
Below, we’ve listed the key areas to look for when choosing the right mobile marketing automation platform for you.
Automation capabilities
Look for tools that offer easy integration with your existing systems. You should also consider the level of customer support and technical assistance that’s available from the platform.
Top automation capabilities include email, socials, SMS, and ads being taken care of, and the best platforms allow you to schedule posts in advance as well as collectively analyze how your SMS strategy fits into your overall customer engagement strategy.
Integrations
Mobile marketing platforms should offer integrations with other systems, such as CRM and content management systems.
It can benefit businesses to have these integrations in place to simplify their workflow and improve productivity. With technology handling the backend, app developers can focus on delivering quality content and providing a better customer experience.
Provide advanced functionalities
A mobile marketing platform should offer advanced functionalities such as A/B testing, fraud detection, and push notification scheduling tools to help you optimize your marketing strategy.
These tools can help you test different marketing approaches, detect potential ongoing fraud, and schedule notifications to reach your customers at the right time.
Mobile marketing automation platform example
Source: Airship
Offers a marketing database
You need to look for a mobile marketing automation platform with a comprehensive marketing database that’s carefully curated and regularly updated to ensure accuracy and relevance.
This gives app marketers access to detailed information on demographics, purchasing behavior, and interests, so they can target their desired audience and tailor their campaigns for maximum impact.
User-friendly interfaces that make it easy to search and filter through the database are a must.
Flexible segmentation opportunities
Look for a platform that offers a range of flexible segmentation options that enable you to effectively target your intended audience with ease.
With segmentation capabilities, you can customize your app marketing campaigns to reach the right individuals at the best moment. You should be able to effortlessly sift through the database based on demographics alone.
Complex analytics tools
Whether you’re looking to optimize your app campaigns or gain a deeper understanding of your customers, a mobile marketing automation platform can simplify your analytics process and elevate your marketing strategies.
Top analytics tools to look for include predictive insights to optimize your adoption and conversions, product recommendations and personalized reminders, automated performance reporting, and reports that drill down to individual users.
Mobile marketing automation platform example
Source: Leanplum
Reporting options
Look for platforms that allow you to consolidate your reporting into a single dashboard, saving you time to optimize campaigns.
Features here include advanced reporting abilities such as personalized dashboards, automatic reporting via email, customizable reports, and request forms.
Work with top marketing automation platforms and software
Whether managing mobile email campaigns, social media posts, or analyzing data, marketing automation platforms are invaluable in maximizing your efficiency and reaching target audiences.
App marketers that integrate these powerful platforms into their marketing strategies save both time and resources and achieve their goals.
Take your app marketing to the next level and work with the automation platforms below.
