Mobile Marketing Software Overview
What is Mobile Marketing Software?
Mobile marketing software 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:
- products that enable users to send marketing SMS (text), MMS (multimedia), and push notifications, and
- products that enable users to market their mobile apps, commonly called mobile app marketing.
In both scenarios, mobile is treated as a distinct marketing channel, with a dedicated strategy.
Mobile marketing software 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.
Types 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.
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 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.
Mobile Marketing Software Comparison
To more easily compare Mobile Marketing Software look for tools that accomplish the following:
Automated customer segmentation
Behavior-based messaging automation
CTIA and mobile carrier compliant security
Customer journey mapping
Custom push notifications
Email and drip campaign management
Fast lead identification
Inbound & outgoing messaging
Inbox and one-to-one SMS
Integrated link shrinking
Integration with CRM software
Mobile-optimized landing pages
Personalized analytics & reporting
You do not have to wait to try out a demo or free trial before analyzing software based on these features. Reviews from current users can help you identify the pros and cons as well as best use cases for specific products.
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 software might charge per install, per click or per in-app event, or offer a flat-rate pricing structure.