Mobile marketing automation refers to the use of software to execute, manage and automate mobile marketing tasks and processes. For example, someone who manages an iOS or Android app could automate push notifications or in-app messages. They could also segment their existing app users to send messages only to the people they want to target.
Mobile marketing automation is different from traditional marketing automation because mobile users often behave differently than web users. For example, the constraint of a smaller screen size causes differences in user behavior. Reporting and statistics for mobile marketing automation are more focused on metrics such as daily and monthly active users, rather than traditional web metrics. Other elements can differentiate mobile marketing automation such as an ability to show real-time data for logged in and anonymous users.
Increasing demand for mobile marketing automation is expected, with some estimates showing 1.5% penetration in 2015, which could triple.
The mobile industry continues to be one of the fastest growing industries in the world. The number of apps being created has increased substantially across Apple iOS, Android, and Amazon.