DECEMBER 2018CIOAPPLICATIONS.COM8obile has spurred the most transformative shift that retail and marketing have seen in sometime. Marketers are now able to measure more directly what consumers are doing on smartphones as well as how their behaviors may inform decisions across other channels.However, with an overwhelming amount of data resources--and an extremely complex consumer journey--it can be challenging to know which insights will be most effective.Enter, Mobile Marketing Automation.Anticipated adoption growth for marketing automation tools and platforms is expected to be somewhere near 31 percent year over year between 2017 and 2019, and the businesses currently utilizing the technology are seeing strong returns.So why can retail marketers look to mobile marketing automation for help in the New Year? These automation efforts can support scale while leveraging data in order to better understand consumers across channels.More Efficiency across Marketing TeamsWhile marketing automation tools can't do all the work for you, they do allow companies to focus on what's increasingly important: balancing their marketing strategy between acquisition, loyalty and retention.Automating mobile marketing efforts can help marketing teams work more efficiently, freeing up time from manual tasks. The focus can shift to strategy and creativity, thereby empowering brands to become more connected to their audience--all while still driving results.New Year, New Opportunities? Marketing Automation Can Help Retailers with MobileMMARISSA TARLETON, CMO, RETAILMENOTIN MY ViewDECEMBER 2018CIOAPPLICATIONS.COM8
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