What is Mobile Marketing Automation?

For our first bi-monthly blog post here at G2M, we’re starting off with the basics: what is mobile marketing automation? At Panvista it’s what we do best, but it’s still a new concept for many.

To understand mobile marketing automation, we first need to focus on what marketing automation is. Marketing automation can be defined as “a subset of customer relationship management (CRM) that focuses on the definition, scheduling, segmentation and tracking of marketing campaigns.” (Source) Some of the popular marketing automation platforms include Marketo, Pardot, Hubspot and Eloqua.

Marketing automation software not only automates processes (such as sending out targeted emails) but tracks how people interact with content. Based on these interactions (such as email opens), marketing automation software “scores” leads through the buying cycle and presents sales-ready leads to sales teams. By delivering the right message at the right time through the right medium, less strain is placed on sales teams as they don’t have to go through the “trenches” to dig-up sales-ready leads.

Marketing automation software is solving a big problem. But to be successful, it must engage users through their desired medium. With more and more people using mobile devices, particularly mobile applications, a new medium is opening up that organizations need to address.

Marketing departments are increasingly seeing users engage with their brands through mobile technology and have recognized a need to capture and nurture these leads the same way traditional marketing software does. This is where mobile marketing automation is becoming a very important tool.

Mobile marketing automation is the coupling of targeted mobile content with traditional marketing automation software. It allows organizations to monitor mobile interactions and provide relevant, personalized content to nurture leads through the sales cycle. Without a way to nurture mobile leads through the buying cycle, organizations are letting business development opportunities slip through their fingers.

With the growth of mobile, and the proven capabilities of marketing automation software, mobile marketing automation is key for taking full advantage of the prospects that a proper mobile strategy presents.

Want to learn more? We’ll be discussing mobile marketing automation multiple times a month on the G2M Blog. Be sure to follow @G2Market and @panvistamobile to be alerted of new posts!

- Neil Wadhwa
Marketing Manager,Panvista