TechDogs-"Read Everything About Mobile Marketing Software"


Mobile Marketing Software Explained

By TechDogs

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Imagine if someone handed you a coupon for 20% off right when you were about to make a purchase at your favorite store. Even better, imagine that the company you booked your rental car with sent you a text exactly when you stepped foot off your airplane and guided you to the desk where you could pick up your vehicle. As you drive away, a genie appears on your shoulder letting you know the cheapest place to get gas, where to find coffee and which stores will honor your AAA discounts. That's the power of Mobile Marketing Software - technology that helps businesses stay in touch with customers and reach out with offers, promotions and messages using the best advertising vehicle ever invented - the smartphone (or tablet).

Read on to learn what Mobile Marketing Software is, how it works and where it all started. We'll even throw in a comprehensive list of features and benefits, plus a glimpse at what you can expect from this essential technology in the future.

What are you waiting for, dive in!
TechDogs-"Mobile Marketing Software Explained"-On the right, on The Left? Don't Be LEFT Behind! Use The RIGHT Software!
Imagine you're in an unfamiliar city on vacation and you have money to burn. You are walking through a busy downtown shopping area when suddenly your phone buzzes. You glance at the screen and see a message that reads:

"There's a storewide sale at Gap Factory - 40% off everything!"

You look up and, sure enough, you're standing within 15 feet of a Gap Factory store. You dash inside and buy armloads of sweaters, jeans and cozy socks. As you leave the store, you get another alert - an email from Gap thanking you for your shopping spree and offering you a $15 coupon towards your next purchase."

This friend is mobile marketing at its finest and it's all powered by Mobile Marketing Software.

What Is Mobile Marketing Software?

Mobile Marketing Software (MMS) helps businesses automate the tasks involved with placing ads on mobile devices. It's the technology behind executing, managing, optimizing and monitoring mobile ad campaigns.

MMS takes advantage of the unique power of mobile devices to reach us while we're on the go - sending text and image-based bulk SMS messages, location-specific alerts and push notifications to users at exactly the right time and place.

Before smartphones became ubiquitous it was difficult, if not impossible, to reach people with targeted messages while they were traveling. Netflix's The Queen's Gambit is a great example of this. The show takes place in the 1960s. It's about Beth Harmon, a young chess prodigy, who travels to chess tournaments throughout the world. Beth enjoys shopping while she's on the go but there's no easy way to reach her when she's travelling.

Now, imagine if Beth had a smartphone in her pocket during her travels. Each new location would present an opportunity for stores, restaurants and venues to show her ads for the things she likes. Here's what mobile marketing ads might look for a consumer like Beth:
  • Beth receives an email from a chess organization alerting her to an upcoming tournament in a city she plans to visit.

  • Beth sees an ad for a fancy chess set pop up in an app on her phone.

  • Beth gets an SMS text message alert from the hotel where she's staying about the specials available at the bar that evening.

  • Beth gets a pop-up alert on her phone from a shopping app she's installed listing five stores within walking distance from the hotel that are all having sales.

Put succinctly, Mobile Marketing Software helps marketers reach people on their mobile devices wherever they are, throughout the customer journey.
Talking about journeys, here's where it all started.

A Brief History Of Mobile Marketing Software

We've come a long way since the 1960s when mobile marketing was limited to ads displayed on billboards on highways and subway stations. The media we see in the Queen's Gambit is limited to a few TV channels, newspapers, books and magazines. These days, ads can go wherever we go thanks to Mobile Marketing Software.

TechDogs-"A Brief History Of Mobile Marketing Software"-A Screengrab From The Netflix Show The Queen's Gambit
Keeping it short, here's what a quick timeline of mobile marketing would look like: The first mobile ad emerged as an SMS message in 2000. Two years later, companies embraced SMS as a new media outlet sending news alerts and ads to consumers.

When the iPhone was released in 2007, it came with a mobile operating system capable of moving beyond SMS, to image ads that could be delivered within mobile web browsers. Those early mobile ads were clunky but things would get better.

In 2008, the iPhone 3G was launched and, along with it, the App Store. Mobile users migrated to using apps over mobile browsers. Thus, the evolution of mobile-only ads began.

For the last ten years, Mobile Marketing Software has evolved to include a variety of mobile-specific ad formats including interstitial ads (full-screen ads that cover the entire web page or app), overlay ads (image ads that appear over the top of the app, video, or web page), native social ads and more.

TechDogs-"A Brief History Of Mobile Marketing Software "Examples of interstitial, notification and overlay ads on smartphones
Enough with the past, let's talk about what Mobile Marketing Software has to offer in the present.

How Does Mobile Marketing Software Work?

MMS enables companies to engage mobile users with a variety of ad messages and types that specifically leverage a mobile device's features. Promotions, coupons, surveys and other ad content can be personalized based on user information that includes geolocation data, shopping history and individual user profiles.

Beth's imaginary smartphone knows she's interested in chess, recognizes when she's on the move and has information about her that can be used to serve relevant ads. For example, the airline where she books her flight to Russia can send her alert letting her know what time to check in and when the plane is ready to board. The hotel where she stays in Vegas can serve a popup ad when she arrives, inviting her to enjoy a free drink in the lounge. Likewise, nearby retail shops can push app and text alerts that highlight sales, events and new products that would appeal to a young, fashionable woman like Beth.

MMS collects mobile user data including web history and location data which enables it to serve timely ads and send messages. Features include:
  • The ability to reach users through their mobile devices using browsers, in-app and in-game ads, push notifications and SMS messaging.

  • Templates and features that enable the creation of mobile-specific ads.

  • Tracking/ reporting capabilities to gauge campaign response and monitor mobile app activity.

  • Ad targeting features tied to location and/ or proximity of mobile users.

  • The ability to deliver highly personalized messages based on who your customers are and what they do.

In simpler words, Mobile Marketing Software helps you manage every mobile campaign. By every, we literally mean each and every possible mobile campaign. Let's discuss some of the common ones.

Types Of Mobile Campaigns You Can Manage Using MMS

Here's a high-level breakdown of the four main types of mobile campaigns that every Mobile Marketing Software takes care of:
  • SMS/ Multimedia campaigns

    SMS is short for "short message service" which is a fancy way of saying text messages. SMS campaigns can be all text, or they can incorporate visual elements. The latter is called "multimedia SMS." Multimedia SMS campaigns feature text with video, image, or audio files, as illustrated in the picture below.

    TechDogs-"Types Of Mobile Campaigns You Can Manage Using MMS"-A SMS Campaign Run Through A Mobile Marketing SoftwareSource

  • Mobile App Campaigns

    Mobile app marketing features ads on mobile apps (you know, the annoying ads you accidentally click on when you're killing it at Candy Crush). Mobile apps can also push alerts to you based on proximity. When you're driving past a Starbucks and the Starbucks app on your phone activates an alert for a free cookie with every Venti Latte - that's a mobile app ad.

  • Location-based Marketing Campaigns

    Location-based marketing campaign uses micro-moments to alert mobile users about offers from nearby businesses. This includes approaches like the Starbucks example but it can also include alerts from shopping apps like RetailMeNot, that display sales at nearby participating stores and geofencing, a technique that businesses use to target messages to users who enter a pre-defined location.A great example of a geofencing campaign example is one in which McDonald's tied mobile ads to more than 300 digital billboards in Southern California. The campaign targeted users of the Waze GPS app. When a Waze user's car came to a full stop within proximity of the billboard, they received an ad that corresponded to the message on the billboard with a "Drive There" call-to-action that directed people to the nearest McDonalds.’

    TechDogs-"Location-based Marketing Campaign"-A McDonald's Ad That Tied Mobile Ads To More Than 300 Digital Billboards In Southern CaliforniaSource

  • Quick Response (QR) Code Campaigns

    QR codes are scannable barcode matrixes that can be read with a Smartphone camera. QR codes typically store URLs but can also include contact information, calendar data, email addresses, phone numbers, geolocation and more. QR codes are placed on print materials for consumers to scan (e.g., packaging, catalogs, labels and more).

Aside from the fact that MMS takes care of all of these campaigns, if you are still wondering whether Mobile Marketing Software is worth it, let us put this in perspective for you.

Why Do We Need Mobile Marketing Software?

The number of mobile users is expected to reach nearly 4 billion in 2021. That's a 52% increase since 2016. US adults spend a whopping 3 hours a day on their smartphones. Mobile ads, quite simply, are becoming the best (and only) way to get people's attention and this is what Mobile Marketing Software excels at.

Just about every business can benefit from Mobile Marketing Software. From the local restaurant that wants to reach out to its loyal clientele to the airline that wants to improve customer engagement and experience to the theater hosting an exciting chess tournament, mobile marketing can reach people at the right time and place.

Some of the most common benefits of Mobile Marketing Software include:
  • Increases revenue by motivating consumers to take immediate action.

  • Improves customer retention by giving insight into your potential customers and enabling them to easily interact with you.

  • Enables campaign management, targeting and reporting by storing customer data and prospect data, assessing consumer behavior and determining the best way to reach out to people.

  • It's mobile-specific, enabling small businesses to leverage features unique to mobile advertising for devices including push notifications, in-app messaging, wearable device notifications, SMS/ MMS and mobile commerce capabilities.

  • Most importantly, mobile marketing is the future of all digital marketing technology and is here to stay - and evolve.

Future Of Mobile Marketing Software

The future of Mobile Marketing Software is integration - all-in-one solutions that integrate SMS, in-app ads, email marketing and more so they can be managed from one central location.

Platforms like Airship provide mobile marketing automation platforms that help companies manage the many different moving parts inherent with mobile messaging campaigns. As smartphones and mobile devices become more and more mainstream, mobile marketing platforms will begin to take on the qualities of traditional advertising as a marketing solution. For example, video ads will be viewed as people stream movies and TV shows (this is already happening!) and pop up in our social media app feeds.

Artificial Intelligence and Machine Learning along with analytics will also play a role in improving mobile targeting and personalization, creating automated segments of consumers using psychographic, demographic and location data to serve mobile ads that are timely and relevant.

To Sum Up

Mobile marketing tools are the powers new-age marketers need to catch quality leads with location-based marketing at the right time and the right place. In a world where everyone's glued to their smartphones, you have to be on these phones to catch their attention and Mobile Marketing Software is your best bet in doing that.

Frequently Asked Questions

What is Mobile Marketing Software?

Mobile Marketing Software (MMS) is a technology solution designed to automate various tasks associated with mobile advertising campaigns. It facilitates the execution, management, optimization, and monitoring of ads targeted at mobile device users. Leveraging the capabilities of mobile devices, MMS enables businesses to deliver text and image-based bulk SMS messages, location-specific alerts, and push notifications to users at opportune moments.

How does Mobile Marketing Software work?

MMS operates by engaging mobile users with tailored ad messages leveraging the unique features of mobile devices. It allows for the personalization of promotions, coupons, surveys, and other ad content based on user information such as geolocation data, browsing history, and individual profiles. By collecting and analyzing mobile user data, including web activity and location information, MMS serves timely and relevant ads and messages across various channels, including browsers, in-app ads, push notifications, and SMS messaging.

How has Mobile Marketing evolved over the years, and what is its historical timeline?

Mobile Marketing has undergone significant evolution since its inception. The timeline includes milestones such as the emergence of the first mobile ad via SMS in 2000, the expansion beyond SMS with the release of the iPhone in 2007, and the subsequent rise of mobile apps with the launch of the App Store in 2008. Over the past decade, Mobile Marketing Software has evolved to support diverse ad formats, including interstitial ads, overlay ads, and native social ads. This evolution has enabled businesses to effectively engage users across various platforms and formats.

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