Marketing Automation for Mobile Apps

Marketing Automation for Mobile Apps

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OneSignal PodcastTrailerBonusEpisode 44Season 1

March 15, 2023OneSignalFull Transcript

In this episode of the OneSignal podcast, Recruiter and Content Creator Julia Kirkpatrick breaks down what marketing automation is, how it works, and why you should use it for your mobile apps.

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OneSignal is the world’s leading and most loved customer engagement platform. Over a million businesses use us to orchestrate their customer journeys across push, email, SMS, and in-app messaging to drive deeper engagement and grow their businesses.

Benefits of Mobile App Marketing Automation

Save Time and Resources

With automation, you can craft contextual message sequences to deliver the right message at the right time, all with no code or engineering resources required.

Scale Your Strategy

Aside from saving a tremendous amount of time, marketing automation helps app businesses scale their marketing strategies in order to effectively reach vast audiences. As your mobile app’s userbase grows, it can become increasingly difficult to meet each user’s needs at the right time without the support of automation.

Reengage Users

Automation can also help you bring users back into your app when they’ve been busy or when they’re forgotten about your app altogether.

Drive Business Value

A retention-based marketing approach that consistently meets users’ needs at key milestones is most likely to generate long-term business value for your app.

How does Marketing Automation Work?

1. Collect Relevant Data

When are your users active? What products do they prefer? What messages have they responded to in the past? These data can all be used as a starting point for mapping your automations.

2. Segment & Target

You can use segmentation and time-based triggers to set up sophisticated automations. Segment your users based on whatever information is most relevant to your buyer’s journey in order to automate messaging sequences accordingly.

3. Manage Cross-Channel Orchestration

Engage with your audience and deliver personalized and relevant experiences across channels.

Examples

Activating New Users

Music creation platform Rapchat activates new app users by implementing retargeting campaigns based on a variety of criteria.

Enhancing the eCommerce Journey

From an eCommerce perspective, reaching the right customers and making predictive recommendations of relevant content, offers, and products can have a significant impact on campaign performance.

Automation vs Marketing Campaign Management

Putting in the effort to create a cohesive user Journey through marketing automation will delight your users. Your audience is more likely to interact when they receive timely, personalized, and relevant messaging.

What to Look for in a Mobile Marketing Automation Platform

Ease of Use

When it comes to ease of use, think about the platform that will excel in initial ease of use for mobile developers to implement notifications as well as usability on the side of campaign management and execution.

Customization Options

In sending effective automated cross-channel marketing campaigns, you’ll want a variety of customization options for designing messages of different types.

Integrations

Your users interact with your brand across a variety of platforms and channels. If you choose a mobile marketing automation provider with built-in integrations with key tools, you can better create targeted funnels based on this integrated data.

Cost

Transparent and cost-effective pricing is important in considering the value of a marketing automation software provider.

Deliverability and Reliability

Look for a provider that holds itself to high standards. It’s important to ensure that messages reach their end users.