Website vs Mobile App Marketing Automation – Things to Consider
Without doubt mobile app marketing automation should be part of every mobile marketer’s digital strategy now. While you might be aware of web marketing automation, mobile app marketing automation system is a newcomer. So, does that mean marketing automation as we know it will change? Is mobile app marketing automation a separate entity altogether, forcing us to employ different strategies?
Times they are a Changin’
A decade back, there were no smartphones. But look at us now. We cannot take a step without our smartphones. It governs everything in our lives from groceries to cabs. That makes it an extremely lucrative marketing channel. The first thing about mobile app marketing automation is: it is not your usual marketing automation adapted for mobile. It is completely different. But that should not deter you.
In fact, this should excite you. It is advisable that you actually get to acquaint yourself with mobile app marketing automation. The primary focus of this type of marketing automation is to engage mobile phone users. A brief overview reveals that the focuses of both web-based marketing automation and mobile app marketing automation is same. However, the essence of these two marketing automation systems are different.
You can say that newer breeds of marketing automation will definitely be coming up to satisfy mobile needs. While the differences between these two cannot be obliterated, it can help you understand how to create different strategies for both.
Heart of the Matter
The purpose of traditional web-based marketing automation is to gather large amounts of data. Then, you take advantage of this data to send the right message at the right time. It’s about kicking off a flow of messages. When someone downloads a PDF, they receive tailor-made messages for their actions.
However, a mobile app marketing automation is built to send push messages and work on wearable devices. It is built to send real-time updates and notifications incorporating elements of location data. In addition to this, you get access to the usual features that a traditional marketing automation platform has to offer.
You can manage all your mobile channels from one single dashboard. You can also send push notifications to your subscribers in order to create a 1:1 interaction. Mobile phones are a personal item. So, when you have the ability to message a person directly on their mobile phone, consider it a privilege. So, you know that you have your prospect’s undivided attention.
This is something that is hard to figure out in a web-based experience. Moreover, you can collect exclusive mobile-only data that will help you sharpen your future campaigns.
One of the most important differences is timing. On a web-based experience, you get a larger timeframe. But when it comes to mobile app marketing automation, you need to be immediate. You need to respond to a customer’s request as soon as possible because everything is real-time. But you also need to make sure that your mobile app marketing automation venture shares the same level of personalization as your website. But, it is the intensity that changes and shakes things up for the marketer as well as customer. It is safe to assume that mobile app marketing automation takes strike the iron while it’s hot a little too seriously!
Also Read: Long Live Browser Push Notifications
Collaboration is Key
Generally speaking, marketing automation works well when both Marketing and Sales put their brains to work. It helps both these interconnected departments to identify problems and solve them. Mobile app marketing automation is no different. But there is a difference in the approach. A mobile app is usually closely associated with the product so you can use mobile app marketing automation to overcome product gaps. On the other hand a website focuses on everything, so it has a long-term purpose. So, you can use mobile app marketing automation for short-term problems and traditional marketing automation for long term ones.
So, it seems that the best way would be to combine the powers of both these automation platforms. This will give you an edge over your competitors while prospects and customers will have the time of their lives on your website as well as mobile app.
But remember to choose a marketing automation system which works on both mobile apps and website so that you are able to track your users behavior across devices and platforms. Need help? We will be glad answer your questions. Send us your questions to [email protected].