Mobile Marketing Automation and Marketing Automation

Sep 10

Mobile Marketing Automation and Marketing Automation

The Explosion of Marketing Automation (on the web)

Marketing automation software has exploded in the last few years with solutions integrating with websites and email. Its hard to walk down the streets of San Francisco without tripping over another Marketing Automation startup!

But this explosion has run parallel to the growth of mobile. When it comes to mobile there is three (at least) competing approaches:

  1. Mobile Communications via SMS campaigns
  2. Mobile Web (often a poor cousin) and Responsive
  3. Mobile Apps

#1 The SMS approach feels like a 1990’s approach but people are still doing it – I still get an SMS for a Vitamin store about their Tuesday specials once per month. Do I go in? Nope. I think this approach will die because people now expect a much richer experience.

#2 Many “older” companies modify their website to display for an iPhone and then hope to capture the users email again.

#3 Mobile Apps are really becoming the future for engagement with existing customers – this is where “Mobile Relationship Management” or “Mobile Engagement Automation” differs from standard marketing automation. StreetHawk’s platform targets these 2 approaches.

Acquisition or Retention

Most Marketing Automation are built to capture traffic, put them in “funnels”, convert them to leads by grabbing email and sequencing communication to get to a purchase event or a deeper interaction. One thing that StreetHawk educates App Developers is that on Mobile the user already is a customer – they’ve taken time to download and open your App at least once – they have opted into the relationship – therefore Mobile Marketing Automation is really about engagement of this existing customer. [I have written blog posts and whitepapers on this elsewhere]

Evolution of Marketing Automation

The Big Difference – Mobile Telemetry

Mobile Apps tell you more about how a user than web clicks – its an order of magnitude difference what you can understand and how you can help your users:

1. Location engagement now becomes possible, not only are you able use geofences, iBeacons, .QR Codes, Checkin to trigger in physical locations, but you can dynamically change the content in the application based on a user’s interests, location, demographics and how they use the App.

2. Push Notifications – we think push will change from being an interruption to an enabler – on Android you can already see the quick buttons that allow a user short cuts in the context of the application.

3. Real-time engagement – Traditional Marketing Automation is about sending email. With Mobile Engagement more lightweight interaction occurs when a user completes an activity in the App

4. Segmentation based on App usage – who are the power users, who is disengaged, who uses your App but never purchases. How should you treat all these segments and how can you make it a 1-to-1 relationship

The Big Summary – realtime segments

In a few years with the application of so-called “big-data” all user segments will be realtime. Marketers won’t do CSV exports, they will use solutions that are inherently turning their CRM inside out to make customer data you have actionable at the time that is best to the user.

Add to that the role of wearables and the new kinds of telemetry emerging, we have a pretty exciting time in how engagement will be redefined. I’d argue that Marketing Automation will be replaced with Engagement Automation – the customer value is at the centre.


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