The original idea for mobile marketing was to have an app because it gave you the ability to reach someone 24/7, with relevant messages to drive engagement. This is a great idea and works for many companies, but for many others, an app strategy is not a good idea. It’s very hard to work your way onto a person’s phone and keep that person engaging with your app if you’re not pushing content to it constantly, but it is much easier to just send an email that gets read on the smartphone.
So instead of creating an app, you should try to figure out how to get content into people’s hands 24/7 in the most relevant way possible. Marketing automation allows you to turn people’s Inbox into your “app” that can push the correct content at the correct time and have it reach people wherever they are in the world. Just think of it as having automated emails being opened on a different-sized computer. Speaking of the iPhone, Steve Jobs said something to the effect of, “This isn’t a phone; it’s a computer that can make phone calls.” Think of your mobile strategy in the same light.
Consumers are using their phones as devices to access your content, speak with you, or learn more about you. Marketing automation, through its ability to track every marketing interaction, can help you keep up with your prospects and then automate the correct message at the correct time, helping you to reach your consumers 24/7 with relevant content. This is the real goal of a mobile strategy, and it’s accomplished much easier with marketing automation than with an app strategy.