Free Trial Availability
There is much mobile marketing software available in the market. So, it’s best to use free trials or demos to shortlist solutions and test the solution's capabilities to meet the business needs of the organization using the software.
Technology and Feature consideration
Depending on the company’s marketing strategy and the type of usage, businesses need to look at the capabilities of the Mobile Marketing software - bulk SMS capabilities, scale, and performance, AI support, personalization, segmentation capability, in-app advertising, and analytics support.
Based on your marketing strategy, it is important to choose the software that supports the optimal number of channels which not only meets your current needs but also future expansion.
Mobile Marketing software needs to integrate with several other marketing applications in the organization and you need to assess its compatibility with your existing tools.
Challenges in adopting Mobile Marketing Software
Leveraging mobile marketing allows a business to reach potential new customers and existing ones, keep them engaged, and guide them through the purchase journey. But it is a crowded, complex, and complicated space. Despite the army of techniques and choice of available solutions, it has its own sets of challenges.
Mobile Marketing techniques and channels are evolving fast, demanding timely adoptions. At times, the newly shortlisted software may become obsolete too soon for economic viability due to such fast-evolving techniques. It becomes imperative to select the software which not only addresses the current requirement but is capable of scaling, upgrading or co-functioning with other software easily.
Understanding each platform is very important, and not every software can handle the depth for all available Mobile Marketing Platforms. Also, some may cater to only B2B or B2C type of campaigns. Or are very industry-specific.
Users may not have the expertise and experience to design cross-channel mobile marketing. Attempting to optimize the interface for use by various teams may end up making it even more complex.
Omnichannel marketing is the most efficient and flexible mobile marketing strategy to adopt in the current crowded and competitive market. This results in too much data, and marketers aren’t sure how best to use it. Reconciling data from so many channels, and figuring out how to sync them appropriately can be overwhelming. Not all available software may have robust data analysis assistance capability.
With so many channels and ways of marketing, regulatory bodies are being strict about compliances. Compliance requirements may exist in several areas, such as consent-based messaging, personal data collection, privacy, etc. Implementation of consent management platforms, and preventing unauthorized collection and use of location data on mobile devices is still a daunting task and a big challenge to address.
Design and content, both, need to be optimized for mobile marketing, for the software to work efficiently. Reliable mobile marketing assets such as responsive websites, mobile apps, etc. are essential. One must define a marketing strategy before investing in any marketing software.
There is one customer across multiple mobile devices. How well does the software track that? Also, multiple data scandals have eroded user confidence. Balancing the need for collecting data and giving consumers control over their digital marketing experiences is a big challenge.
ROI of Mobile Marketing
Mobile Marketing ROI tells us whether we are getting our money’s worth from the spending on marketing campaigns on multiple mobile devices. But it is not as easy as it sounds. Not all marketing campaigns are about a sale. Some could be for awareness or retention.
Mobile devices are ubiquitous, but the same cannot be said for sophisticated mobile marketing strategies within organizations. It's a classic chicken-or-egg problem: Marketers can't build a strong strategy without securing executive support and budget, but they can't secure support and budget without demonstrating the past success of integrating mobile into their strategy
Mobile marketing ROI measurement depends on how businesses align it with their short-term and long-term goals. Some of the metrics could be conversion rate, cost-per-click, cost-per-acquisition, average order value, customer lifetime value, among others.
Mobile now represents almost 7 in 10 digital media minutes, and smartphone apps alone account for half of all digital time spent. Average mobile conversion rates have gone up 64% in the last couple of years. Hence, marketers and advertisers are putting more than 50% of their budget into mobile marketing. Half of the revenue is influenced by social selling in 14 common industries, including retail, computer software, healthcare, and marketing and advertising.