As you probably know by now, marketing automation is an important tool for marketers. As in, it’s a you-need-it-if-you-don’t-have-it important tool. Because it’s so crucial, new components have emerged to enhance inbound marketing. We’re talking, of course, about local and mobile marketing automation software. These marketing automation tools make multi-channel marketing easier, and content marketing less time-consuming.
A common question about these tools involves whether you should adopt them as separate solutions. We’ll answer that shortly, but first let’s discuss what the heck local and mobile marketing automation are.
What is Mobile Marketing Automation Software?
Much like traditional marketing automation tools, mobile marketing automation software automates content marketing campaigns. More to the point, it brings your marketing automation efforts to mobile. This enhances your inbound marketing by sending messages, emails, updates, etc. in real-time based on a consumer’s behavior. As PulsateHQ describes, “It sits behind the scenes, it’s sending [push notifications], the in-app messages, the emails and the SMSs, so that we don’t have to.” In addition, it automatically segments customers and personalizes product information for them right in your mobile app. Mobile marketing automation also encompasses email marketing, much like traditional automation. But it’s a customer’s in-app behavior that triggers automated emails. This could be anything from having the app open in a certain location to (God forbid) uninstalling your app. In addition to working for your app, it has similar features for your mobile site, too.
What is Local Marketing Automation Software?
While any brand can benefit from mobile marketing automation software, the same isn’t true for local. Mainly large, national or international brands with several locations benefit from local marketing automation. Local marketing automation localizes the messages sent out from your campaigns. Balihoo describes the difference as aiming for different objectives. “The key difference… is the final goal of the marketer using the tool. While a marketing automation platform is designed to streamline the planning & execution of marketing campaigns that direct a potential customer to a national site (or call a national sales line, request a demo through a national portal, e-commerce offerings, etc.) a local marketing automation platform provides tools that help a marketer direct potential customers to a local point of purchase.”
Rather than merely marketing the brand, local marketing automation markets specific locations. Traditional marketing automation directs customers to a national site or online store. Local marketing automation, on the other hand, personalizes messaging to market to a customer looking locally. One of Balihoo’s examples involves a national ice cream store. A traditional marketing automation campaign could send a generic message like “It’s summer; time for ice cream!” Local marketing automation can geo-target especially hot locations, and send a message like “It’s hot today: get $2 off ice cream at the store on 1st Ave!”
Do You Need a Dedicated Local or Mobile Marketing Automation Tool?
Now we come to the question of whether or not you need a separate solution for local and mobile. As with most software-related questions: it depends. But, for a general basis, let’s start with local marketing automation. This is fairly straight forward, as most large marketing automation vendors don’t offer local features. Since the messaging is different between national and local anyway, integration isn’t as crucial. Therefore, you should look around at some dedicated local marketing automation solutions.
Mobile marketing automation, on the other hand, is more commonly offered by larger vendors. As a more widespread need, it makes sense that mobile features is more common than local. Because of this, we recommend sticking with a single vendor to control your marketing automation. Using one vendor keeps your automation efforts integrated and controllable from a single location. Not to mention, it’s easier to see the big picture when all of your stats are in one place.
Mobile Marketing Automation Software Solutions
We recommend these vendors if you’re looking for mobile marketing automation solutions:
Pardot is the marketing automation solution from Salesforce. Pardot comes with easy Salesforce CRM integration to make the transition between marketing and sales seamless. Other features include email marketing, lead nurturing, social media marketing and reporting.
Marketo prides itself on being a marketing solution built by marketers, for marketers. Like Pardot, it offers a plethora of features so marketers can build 360 campaigns. These include lead management, email marketing, consumer marketing and marketing analytics.
Eloqua, a part of the Oracle Marketing Cloud, is focused on getting marketers their best ROI. A more well-rounded solution, Eloqua offers multi-channel lead and campaign management. These channels include email, display, search, web, video and mobile.
Local Marketing Automation Software Solutions
If you want a local marketing automation solution, we recommend these vendors:
Balihoo is a dedicated local marketing automation platform. Their solution is dedicated to helping marketers easily scale from national to local. This reduces the time needed for planning and lets the local affiliates focus on other growth initiatives.
SproutLoud’s local marketing automation platform helps brands deploy hyperlocal campaigns. This allows brand marketers to provide their local partners with customizable digital and traditional tactics. SproutLoud provides a centralized platform that speeds up the execution process from national to local.