Operating a mobile application without the use of an appropriate market tracking platform is just sailing without a compass, which is a situation where the sailors know where they are going, yet know nothing of whether they are making the right decision about the direction. That is where Mobile Marketing Platform comes to the role, and in case a marketer is serious about expanding their app, having knowledge about them is not an option, but a necessity. With so many options for app marketing platforms out there in the market, choosing the right one most suitable for your business becomes extremely crucial as well.
In this article, we have talked about what a Mobile Marketing Platform is, how it plays an important role in mobile app marketing and how one can choose the best one for their organisation.
What is a Mobile Marketing Platform?
A mobile marketing platform is a third-party software that assists app developers and marketers to track, attribute and analyse their mobile app marketing campaigns performance across the advertiser network channels. It provides them with a platform that attributes, collects and organises the app marketing data to deliver a uniform measurement of the app’s marketing campaign performance.
In simpler terms, it is a technological solution that helps organisations and businesses market their services or products to people on their mobile devices.
Given the surge in mobile usage in the current time, it becomes highly important to market over smartphones that people have direct access to.
Role of Mobile Marketing Platform in Marketing
The role of an app marketing platform is numerous. These platforms are full-fledged app marketing campaigns tracking centres that bring together the data of dozens of different sources, including ad networks, social networks, email campaigns, all these features built into one, consistent image of your marketing performance.
Few of the most effective campaigns that various MMP use are listed below.
● In-App Messaging:
In-App Messaging is the most interactive way to connect with users who have downloaded your app and have been active on it. This can be done in two ways: covering the flash screen of the app entirely or seamlessly adding it to your home screen or most visited screen of the app.
● Push Notifications:
Push notifications are the mobile alerts from an app on a user’s phone. It can include text, images, and action buttons, allowing users to interact directly without opening the app. An app cannot send notifications without the user opting in for it. There is a limit of 178 characters for iOS mobile apps and 305 for Android applications.
● SMS Messaging:
SMS messaging is considered to be the most effective way of mobile marketing as it reportedly has an opening rate of 98%. Same as push notifications, you’ll need to opt in for SMS form your users in order to send them SMS.
Choosing a good Mobile Marketing Platform
Choosing the appropriate Mobile Marketing software for your organisation is an important choice in terms of growth strategy of your app.
The first thing one should look out for is simple integration, that is, it must be able to seamlessly integrate with all ad networks and marketing systems that your company currently uses and targets.
Furthermore, you should look out for the campaigning features you know your app is going to use, be it SMS marketing, push notifications or in-app messaging.
Moreover, features like preventing fraud and accuracy of attribution shall be in priority as well. Take into account a user-friendly interface and easy reporting features.
Measure your strategies and Choose your MMP
Choosing the right MMP for your app makes your app marketing more accurate, giving you a chance to know what works, invest more in channels that work, and cut budget wastes. This accuracy is not an option in a competitive environment where the cost of acquiring users continues to increase rapidly, but rather a matter of survival.
There are several MMP available out there, for example, Apptrove, it is an all-rounder measurement suite built specifically to drive your campaigns by providing you deep insights that you require to boost app installs and improve campaign ROIs and enhance user lifetime value. You can also optimise your ad performance as it is tailored for your business growth.
Conclusion
With the help of an appropriate marketing platform, a business can efficiently interact with their customers as per their preferences, helping them in maximising their ROI and bringing in brand loyalty.
FAQs
- What is a MMP Platform?
A Mobile marketing platform is a technical software for businesses, which helps them in managing mobile campaigns, like SMS, MMS, In-App Notification, etc. focusing on attribution and performance tracking across their apps.
- How do mobile marketing platform advantages impact ROI?
It helps in enhancing the user engagement and conversions through targeted, data-backed strategies, often yielding significant revenue growth.
- What are the benefits of a Mobile Marketing Platform?
An ideal Mobile Marketing Platform helps in growth of the mobile application by analysing consumer lifetime values, attributes, etc.