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Mobile marketing enables organizations to engage with their audience in an interactive and relevant manner through any mobile device or network. Mobile marketing software encompasses two types of products:
(1) products that enable users to send marketing SMS (text), MMS (multimedia), and push notifications, and
(2) products that enable users to market their mobile apps. This is commonly called mobile app marketing.
In both scenarios, mobile is treated as a distinct marketing channel, with a dedicated strategy.
Mobile marketing tools allow users to:
segment their mobile audience
create messages, campaigns, and promotions, often using templates
reach their mobile audience via SMS, MMS, push notifications, and in-app ads
analyze campaign engagement
calculate mobile marketing ROI
Ease of implementation and integration are two major considerations for buyers of mobile marketing software.
Some vendors provide SMS, MMS, and push notification functionality as part of a multi-channel platform. Email marketing and marketing automation vendors like SendinBlue, Mailigen, and Iterable are a few examples.
On the other hand, WompMobile, Trumpia, Twilio SMS, Urban Airship and EZ Texting are examples of mobile campaign tools that serve only the mobile channel use case.
Mobile app marketing tools must integrate with the user's CRM, a mobile ad-serving platform, as well as the user's app itself. Examples of products in this group are Swrve, Apsalar, TUNE Marketing Console, Adjust, AppsFlyer, and Kochata. Mobile app marketing products tend to have stronger testing and measurement features, which overlap with the mobile analytics category.
Some mobile app marketing products also include features that allow users to promote their app to new users. This is done by increasing visibility of their app in the app store.
Mobile app marketing software buyers should look at the industries commonly served by the vendor. For example, mobile marketing software that serves mostly gaming apps may or may not be a good fit for marketers working on a retail, travel, finance, or on-demand services app.
Some mobile marketing tools offer pay-as-you-go models that charge per message sent. The price might start at less than one cent per message, and go down with greater volumes. Some also offer volume discounts or monthly subscription plans based on a planned level of use. Often the price per message will differ depending on the recipient’s country.
Mobile app marketing tools might charge per install, per click or per in-app event, or offer a flat-rate pricing structure.
Since 2004, EZ Texting has served over 160K customers, setting the standard for business texting in the U.S. and Canada. The vendor says their platform delivers the smartest, fastest, easiest, and most reliable ways to connect with your mobile audience. EZ Texting’s cloud-based messaging solutio...
SendinBlue helps businesses build and grow relationships through marketing automation, email campaigns, transactional emails and SMS messages. The vendor says that its world-class customer happiness team and their pricing plans are what set them apart. The vendor also says customers choose them ...
Twilio SMS is, as the name would suggest, Twilio's SMS platform which can be deployed for mobile marketing, or other use cases where sending a text in an automated fashion might be useful (e.g. two-factor authentication, push notifications, etc).
CallFire is a VoIP and messaging solution designed for both external B2C interactions and internal company use. It includes features such as text messaging, call tracking, voice broadcasting, and an interactive voice response (IVR) system. Subscription pricing starts at $99 per month.
SendPulse is an integrated messaging platform providing user communication that includes emails, SMS, Web Push, SMTP and more. This solution includes 15,000 free emails per month. SendPulse also includes tools to manage users. This solution can be used on all devices.
Branch provides a cross-platform linking and attribution platform, offering solutions that unify user experience and measurement across devices and channels. Branch powers mobile links and cross-platform measurement to more than 3 billion monthly users across the globe. It provides cross-platform...
Mailigen is a web based integrated marketing provider offering email, mobile and social marketing. In the SaaS platform, you can gather subscribers, prepare, send or schedule email campaigns and receive real time reports. One can leverage statistics for behavioral segmentation and lifecycle email...
Iterable is a growth marketing and user engagement platform. This platform is designed to help B2C marketers to send the right message to the right devices at the right time. Iterable supports all types of marketing campaigns (blast, lifecycle, transactional) across all messaging channels (emai...
WompMobile enables any website to be converted to a mobile-friendly format without the need to redesign or change the desktop site. It is a turn-key mobile development solution, meaning no IT involvement is required. This solution uses a proprietary JavaScript-adaptive platform. The vendor says t...
SimpleTexting is an SMS marketing and text messaging service from the company of the same name headquartered in Miami Beach.
TextMagic is a bulk SMS service for sending texts to customers, staff and suppliers from an online portal. TextMagic is compatible with PC & Mac. It supports long SMS messages, and allows users to send texts globally. Users can set up integrations to other applications using TextMagic's Gatew...
Cordial Intelligent Messaging is an email marketing solution built around features such as triggered messaging, real-time data segmentation, and robust integrations.
Leanplum is a mobile marketing automation and messaging platform with A/B testing and analytics, from the company of the same name headquartered in San Francisco, California.
Blueshift Labs is a marketing automation software solution offered by Blueshift Labs. It tracks data for individuals, but does not have an attribution model.
Localytics in Boston offers their mobile marketing applications which features personalized messaging and push notifications enriched with embedded video or GIF support, as well as user-lifecycle analytics for app optimization and discovery analytics.
Upland Mobile Messaging is the result of Upland's acquisition of Waterfall. The product is a marketing app built around messaging and CRM integration.
Netcore Smartech says it's an AI Powered Growth Marketing suite that enables brands to listen, analyse, and converse & improve conversions across Mobile App and Website. Smartech is designed for businesses who want to do Analytics and Engagement on a single platform. According to the vendor, ...
CleverTap is a mobile marketing solution that helps marketers create differentiated customer engagement strategies that are designed to drive growth. The vendor’s value proposition is that thousands of brands continue to build valuable relationships with their customers using CleverTap’s Intellig...
Avochato is a text messaging software service for sales, customer support, and other departments and business entities featuring two-way texting, chat widget for websites or applications, and other tools to facilitate easier communication with customers.
Airship (formerly Urban Airship) is a mobile marketing and push notification application, supporting customer segmentation with highly personalized messaging, and email notifications.
Singular, headquartered in San Francisco, offers their mobile marketing and analytics platform of the same name. The company Singular merged with Apsalar in 2017, and combined technologies to offer a single platform under the Singular brand.
