mobile marketing automation

Mobile marketing automation refers to the use of software to execute, manage and automate mobile marketing tasks and processes.{{Cite web|title=Mobile Marketing Automation Explained|url=https://www.airship.com/resources/explainer/mobile-marketing-automation-explained/|access-date=2022-02-23|website=Airship|language=en-US}} 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.{{Citation|title=Introducing Generation Next|date=2015-09-16|url=http://dx.doi.org/10.4324/9781315718965-1|work=Managing the Next Generation of Public Workers|pages=1–13|publisher=Routledge|doi=10.4324/9781315718965-1 |isbn=978-1-315-71896-5|access-date=2022-02-23|url-access=subscription}}

Mobile marketing automation is different from traditional marketing automation because mobile users often behave differently than web users.{{Cite journal|last1=Dwivedi|first1=Yogesh K.|last2=Ismagilova|first2=Elvira|last3=Hughes|first3=D. Laurie|last4=Carlson|first4=Jamie|last5=Filieri|first5=Raffaele|last6=Jacobson|first6=Jenna|last7=Jain|first7=Varsha|last8=Karjaluoto|first8=Heikki|last9=Kefi|first9=Hajer|last10=Krishen|first10=Anjala S.|last11=Kumar|first11=Vikram|date=2021-08-01|title=Setting the future of digital and social media marketing research: Perspectives and research propositions|journal=International Journal of Information Management|language=en|volume=59|pages=102168|doi=10.1016/j.ijinfomgt.2020.102168|s2cid=225576882 |issn=0268-4012|doi-access=free|hdl=10454/18041|hdl-access=free}} For example, the constraint of a smaller screen size causes differences in user behavior. However, the number of users who have adapted to mobiles has grown drastically over the years. With Google penalizing websites that are not mobile friendly, marketing platforms have also made the shift to mobile.{{Cite journal |last=Alasmari |first=Talal |date=2020-09-30 |title=The Effect of Screen Size on Students' Cognitive Load in Mobile Learning |url=https://journal.stkipsingkawang.ac.id/index.php/JETL/article/view/2203 |journal=Journal of Education, Teaching and Learning |language=en |volume= 5|issue= 2|page=280 |doi= 10.26737/jetl.v5i2.2203|s2cid=234625388 |issn=|doi-access=free }}

Increasing demand for mobile marketing automation is seen, with 71% of marketers believing that mobile marketing is core to their business.{{cite web|url=https://www.impactbnd.com/blog/mobile-marketing-statistics-for-2016|title=Mobile marketing automation: 71% marketers believe mobile marketing is important : Impact|publisher=venturebeat.com|accessdate=2015-04-02}}

The mobile industry continues to be one of the fastest growing industries in the world.{{cite web|url=https://techcrunch.com/2011/01/18/report-mobile-app-market-will-be-worth-25-billion-by-2015-apples-share-20/|title=Report: Mobile App Market Will Be Worth $25 Billion By 2015 – Apple's Share: 20% {{pipe}} TechCrunch|date=18 January 2011 |publisher=techcrunch.com|accessdate=2015-04-02}} The number of apps being created has increased substantially across Apple iOS, Android, and Amazon. It has been reported that Apps account for 89% of mobile media time, while websites take up the other 11%.{{cite web|url=http://www.adweek.com/socialtimes/wp-content/uploads/sites/2/2015/01/appFigures-2014-App-Store-Growth.png|title=socialtimes/wp-content/uploads/sites/2/2015/01/appFigures-2014-App-Store-Growth|publisher=adweek.com|accessdate=2015-04-02}}

Another important aspect of mobile marketing automation is the use of A/B testing. This is the concept of testing two different marketing platforms on consumers to see which one performs better. After implementing marketing campaigns, the A/B testing begins and automatically finding the optimal campaign and continuing to show only the winning option.{{cite web|url=https://www.airship.com/resources/explainer/mobile-marketing-automation-explained/|title=Mobile Marketing Automation Explained|publisher=Airship.com|accessdate=2019-08-13}}