The fact remains that the allure of mobile marketing is growing. This is because marketers are increasingly looking for multi-variate testing that can help to satisfy the desires of a customer effectively.
Mobile marketing automation is primarily in three areas. This is because people are well aware of how to use their app. This helps them to make decisions that are based on data. Besides, multi-variate testing helps the marketers to get a 360° view of their customer real-time. This will be across various devices, channels as well as geographies.
In this way, marketers are able to construct personalized journeys of their customers. These help in boosting long term engagement with them. This way contextual campaigns are created that are based on customer behavior, location, profile and any other kind of inputs. And all these would be set in real time. All these must have connectivity to CRMs and such other tools. Only then it can be termed as truly multi-variate testing.
This helps in making decisions that are supported by data. This way the right messages reach the right users. In this way, machine learning is being used. This way guess work comes out of testing, and the campaigns become optimized.
Mobile Marketing Automation can be used for re-engagement. It would require making use of good analytics. Next, analysis of the funnel has to be done. Smart segmentation has to be done in order to identify groups. Re-engagement campaigns are being designed to bring those segments back into the fold that may have gone quiet. The campaign has to include CRM data, besides behavioral info, as well as preferences, besides demographics, and so on. This helps to create personalized journeys which are able to convey the message to each customer in the best possible way. This is because each customer is an individual. Once automation is done well, it becomes possible to approach them in that manner.
Next, optimization tools have to be used. These help in testing the marketing campaigns and continuing to improve these.
Campaigning can be transactional. This can be like system messages. Once an action happens, there is a confirmation. Another is contextual campaigning. This helps in creating personalized journeys for customers. This helps to build great communication that is based on variables. Such campaigns do much better as they are personal, relevant as well as contextual. This is where geolocation can help to determine context and make it more relevant.