What is Marketing Automation?
Marketing automation is the ability to effectively communicate your message to the masses, as well as a tool for lead capturing, lead nurturing, and opportunity acceleration. It’s what helps you identify your best prospects and turn more prospects into good candidates. It plays a vital role in attributing marketing activities to sales success and in measuring and optimizing your content marketing over time. Finally, it’s the liaison between marketing and the sales/business teams, and helps marketers answer the all-too-common question: “What have you done for me lately?”
For most, the first thing that comes to mind when discussing marketing automation is email. It is a well-established medium that digital marketers have been perfecting for close to two decades. But as consumers, we’ve expect more than just email– and marketing automation is now expanding into other digital spaces, most notably mobile apps.
What is Mobile Marketing Automation?
Mobile marketing automation, then, is the ability to communicate with a large number of app users to drive conversion, nurture loyalty, and increase ROI from your app.
And it hinges on the same principles that made email and web marketing automation an integral part of every digital marketer’s arsenal:
- Audience segmentation
- Content design