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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 is a cloud-based marketing communication software which performs tasks related to managing marketing automation, email campaigns, transactional emails, and SMS messages. It is designed to be an all-in-one-tool for all digital marketing needs.
Appboy provides a mobile marketing automation platform that provides a CRM and multichannel messaging suite for marketers. Appboy is venture backed with over 120 employees with offices in New York, San Francisco, and London.
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 user management.. This solution includes 15,000 free emails with up to 2,500 subscribers per month.
Branch provides the leading 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, and is a trusted...
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. It is designed for B2C markets and supports all types of marketing campaigns (blast, lifecycle, transactional) across all messaging channels (email, web, mobile push notifications, SMS).
SimpleTexting is an SMS marketing and text messaging service from the company of the same name headquartered in Miami Beach.
WompMobile uses its proprietary, patent-pending platform to build custom mobile templates that automatically sync with a client’s desktop site using JavaScript-adaptive technology. A small JavaScript tag pasted into the desktop website’s source code is all that is required to boost performance an...
TextMagic is an SMS company based in the UK. The company's platform aims to help businesses improve communications and mobile marketing through sending and receiving text messages online. TextMagic's goal is to provide customers with an easy-to-use business texting plat...
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.
CleverTap provides a mobile marketing solution that helps marketers create differentiated customer engagement strategies designed to drive growth. The vendor says every day, thousands of brands continue to build valuable relationships with their customers using CleverTap’s Intelligent Mobile Mark...
Trumpia is the leading web-based multi-channel marketing solution provider, serving thousands of businesses and organizations of all types and sizes. Offering the largest collection of marketing features in the industry today, Trumpia is dedicated to helping businesses grow and stay well-connecte...
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 is the world’s largest cloud provider of enterprise software for project, portfolio and work management. Upland is the only cloud software provider that offers a comprehensive family of applications that enable organizations to align their goals, projects and programs, optimize their resou...
Netcore Smartech is an AI Powered Growth Marketing suite that enables brands to listen, analyse, and converse & improve conversions across Mobile App and Website. Along with industry-first features such as Actionable Analytics, Smartech is a powerful solution for businesses who want to do...
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.
