What Is Marketing Automation?
Marketing automation is the process of using software to perform repetitive marketing tasks. Marketing automation platforms can segment audiences by sophisticated rules and user behavior flows that would be difficult to track manually.
How Does Marketing Automation Work?
Leanplum offers a mobile marketing automation solution that works by examining user behavior and drawing conclusions from it. With this data, mobile teams can set up automated messaging campaigns that contain personalized elements. These messages help increase conversion rates.
Mobile marketing automation takes it one step further, as the experience is optimized for mobile use. Mobile marketing automation increases the scope of targeting: users can be reached through channels like push notifications, in-app messaging, email, and app inbox messages.
Whether you are pursuing standard web marketing automation or mobile marketing automation, the process starts with the same initial first step: gathering all-important consumer data. Leanplum’s sophisticated automation solution harvests key information from users, such as the person’s name, age, gender, location, language, purchase history, and event triggers. This creates a personalized profile so that future campaigns can target each individual user based on their preferences.
Who Can Benefit From Marketing Automation?
Marketers benefit from having access to vast amounts of data on their customer base, which helps them segment users and in turn optimize campaigns. Campaigns that take individual user attributes and preferences into account generally yield improved retention and conversion rates. Users are more likely to engage with a notification that’s aimed at them — for example, an email telling them about a flight sale following a recent search.
What Does Marketing Automation Mean For Marketers?
Leanplum’s mobile marketing automation solutions give marketers control of every step of the customer lifecycle:
- Onboarding: tutorial screens and in-app reminders
- Engagement: location-based message triggers
- Conversions: abandoned cart notifications, cross-sells and up-sells, and seasonal promotions
- Loyalty: VIP user awards, app rating and social sharing requests
- Re-activation: re-engaging dormant users
With so much data available, Leanplum’s marketing automation solutions are ideal for both desktop and mobile campaigns. For more information on how marketing automation can help you, request a demo or read our 6-Minute Guide to Mobile Marketing Automation.