When marketing automation goes mobile: boost your customer relationship

Mobile marketing in a few figures 

Mobile applications, a key tool to boost efficiency and engagement

Implementing a mobile marketing automation strategy

Example of a mobile marketing automation scenario

Conclusion

Mobile marketing in a few figures 

Mobile is much more than a tool; over the last 10 years it has become the center of interactions between companies and their customers. With consumers always connected, companies have to keep up! 85% of people use services via their phone (source: Datareportal) and spend an average of 5 hours a day on it. ⏰ To take advantage of this closeness, automation is a real asset. It helps respond quickly and effectively to customers’ expectations and needs. All while simplifying the steps in the conversion journey. To manage customer relationships well on mobile, it is essential to adopt tools that connect customer needs with the solutions companies offer.

The challenges of marketing automation   

Time savings ⏲️

Automation is a real time-saver for companies, allowing them to personalize the customer experience. Thanks to marketing automation tools, repetitive tasks are automated, freeing up your time to focus on more technical missions. The goal? Simplify and optimize the sales process by automating everything that can be automated.

Handling all leads?

Managing all leads can quickly seem like a complicated task, but thanks to good segmentation, it can quickly become simpler. By classifying leads according to their interests, behaviors and personal details, you can send them personalized messages. This shows them that you understand their needs and expectations.

For lead generation, thanks to marketing automation tools, you can quickly identify cold leads (also called  MQLs) and those who are ready to engage (SQLs). This distinction is valuable because it allows you to personalize your follow-up approach. Each lead is handled according to their level of interest, which helps you avoid mistakes and maintain a good relationship. 

Better personalization?

The campaigns that can be implemented can be personalized even further, particularly thanks to dynamic content. This personalization technique automatically adapts the content of a message or a web page according to different criteria. This can be demographic, behavioral, or geographic.

Mobile applications, a key tool to boost efficiency and engagement

It seems to me that a paragraph is missing here to explain why you are talking about contact management / Communication / ads. I would see something like

“Adopted by the biggest players, mobile marketing can prove to be a huge growth booster. Marketing automation, adapted for mobile, has many strengths”

You see what I mean??

Adopted by the biggest players, mobile marketing can prove to be a huge growth booster. Marketing automation, adapted for mobile, has many strengths. This strategy allows you to better understand and track your contacts. You can then send messages at the right time, on the right channels (mobile). This helps turn these interactions into sales more easily. Mobile marketing helps deliver tailor-made ads that truly capture consumers’ interest. 

Contact management is optimized. Hmm? What does that really mean? By segmenting your leads, you can track each contact efficiently and avoid oversights. How? With automated campaigns, opportunities are easily visible. This frees up time for sales teams and consequently improves their efficiency.

And what about communication? Well, personalization in communication methods is essential. By using user data, it is possible to offer tailor-made campaigns adapted to each profile. Targeted emails, adapted according to age or habits, or even automatic messages for abandoned carts or loyalty offers, everything is designed to engage your customers. 

And ads? They are also becoming more creative. By relying on interactive and gamified formats, such as mini-games or playful experiences, brands capture attention while offering content based on user preferences.

Automation is playing an increasingly important role in all of this. In 2023, 85% of French companies use chatbots, especially in sectors such as retail, financial services, or tourism. Moreover, 60% of brands have already integrated automation tools for their sales, marketing, or customer service, a notable increase compared with 45% in 2020 (source: Mordor Intelligence / McKinsey). And this trend continues: around 30% of companies plan to adopt them by 2025.

Thanks to mobile marketing, companies can strengthen their customer relationships while optimizing their efficiency. A winning duo that meets consumers’ expectations. ?

Implementing a mobile marketing automation strategy

Drive visitors to your channels 

Use channels such as SEO, SEA, inbound marketing, social ads, word of mouth, not forgetting events (trade shows, webinars, etc).

Identify customer touchpoints 

Physical touchpoints: point of sale, sales interaction, interaction with support, trade shows and conferences, external events. 

Digital touchpoints: website visit, downloading rich resources (guide, checklist, white paper), emails. 

Know your personas 

By defining your personas, you can segment your prospects in your marketing automation software. 

Set up marketing scenarios

Having followed all the previous steps, you are now ready to set up marketing campaigns. For each persona, build a scenario based on:

1. The issue you want to address (e.g.: reducing the number of shopping carts filled but not paid for on your e-commerce site)
2. Your persona’s typical journey
3. The different touchpoints through which you can reach them (mentioned a little above?).

Create the different formats (landing page, emails, sms, pop in, etc). Choose simple scenarios. Start with a one- or two-sequence scenario to begin.

Lead qualification 

From the very first visit to your platform, each visitor is tracked by their IP address and becomes a recognized prospect once they sign up or provide their email address. This prospect is then integrated into a specific customer segment and receives targeted content via your marketing automation software, based on their interactions with your site or application. The lead scoring system evaluates their engagement, assigning or removing points according to their actions, which makes it possible to identify and prioritize the prospects most interested in your offer.

Set up nurturing 

It is notably thanks to this nurturing period that your prospect will become informed, enriched, and learn from you. At the end of this nurturing period, your prospect becomes a lead because they will have received all the information necessary to move on to the next step: getting in touch, booking an appointment, making a purchase, etc…

Convert leads 

It is notably thanks to this final nurturing step that the prospect is qualified as a “lead”. They have become a lead, a qualified sales contact, because they appear to be very interested in your product, service, or offer. It is at this “lead” stage that it becomes most relevant to interact with them in order to convert them into a customer.

Example of a mobile marketing automation scenario

Using marketing automation with your customers.

Context: You are a B2B company that wants to reactivate its inactive customers. You want to do this using automated strategies through a mobile marketing strategy.

Setting up the marketing automation campaign.

1. You have identified a customer who has been inactive for 6 months, so you create a segment with all these customers in order to create and implement a reactivation campaign.
2. You then send a push notification with a special offer. 
3. If the promo code is used, that’s great; the customer then enters the active customer segment in order to benefit from new campaigns.
4. However, if the customer does not use the promo code, you send an even more personalized or more attractive offer. 
5. If they use it at that point, your reactivation campaign has succeeded.
6. If once again the offer is not used, then you create and implement a nurturing campaign.   
7. Finally, if none of your strategies have succeeded, I advise you to understand in what areas your customers need reassurance. Were they satisfied with their last purchase? Were you able to respond to their previous need?

Conclusion

This omnipresence of smartphones offers companies an unprecedented opportunity to deploy advertising campaigns, notifications, and SMS messages directly to customers’ mobile devices, thus ensuring a prime place in their digital daily lives. By integrating these elements into your marketing automation strategies, you can increase the accuracy of user identification and scoring. This unique proximity not only improves the user experience but also maximizes customer engagement through personalized real-time interactions, on social networks or via dedicated applications. In short, by adapting your content and services to your customers’ mobile environment, you ensure that you strengthen their experience and effectively stimulate sales and loyalty.