12 Must-Have Mobile Marketing Tech
If you want to be a master of the mobile experience and serve customers in their moment of need – that is, the five second window – you’ll need at least a dozen mobile marketing technologies, says Forrester. These tools are critical in a company’s mobile digital transformation.
Cross-Device Identity Matching Platform
What it does: Platform captures data across digital and offline sources to create a single user identity. It identifies consumers across devices through a combination of deterministic and probabilistic methods to match data sources.
Vendors: AdTheorent, MediaGlu (AppNexus), LiveRamp (Acxiom), BlueCava, Crosswise, Drawbridge, Google, Lotame, Screen6, Tapad
What it does: Companies needing to communicate with customers regardless of mobile device use an aggregator to interconnect among wireless carriers for SMS and MMS. This is typically for companies delivering a high volume of messages.
Vendors: Acision, CellTrust, Clickatell, iconnectiv, IBM, Mblox, mGage, Mobile Messenger, OpenMarket, SAP, Syniverse, Vibes, Voltari
Low-Code Application Development Platform
What it does: This platform helps companies quickly prototype, build and maintain mobile apps.
Vendors: Adobe, AppArchitect, The AppBuilder, Appcelerator, Appery.io, AppMachine, AppMakr, App Press Appy Pie, BiznessApps, Caspio, Codiqa, GameSalad, Huzzah Media, IBM, iBuildApp, Infinite Monkeys, Intuit, JoeMobi, Magic Software, Magmito, Mobideo Technologies, MobiForms, MobileAppLoader, Mobile Roadie, MobileSmith, Mobile X Labs Build, Orbose, Snappii and ViziApps, among others.
In-App Engagement Analytics
What it does: Forrester says these solutions provide insights into app usage from downloads, frequency of use and length of sessions to actions within the apps, such as events or progress through conversion tunnels.
Vendors: Adobe, Google, IBM, Taplytics, WebTrends
Mobile Advertising Platform
What it does: This platform facilitates the distribution of ads to mobile Web or apps. It includes both mobile ad networks and mobile demand-side platforms.
Vendors: AdColony, Adelphic, AdRoll, AdTheorent, Amobee, Celtra, Dstillery, Facebook, Go2Mobi, InMobi, Kargo, Kiip, MADS, MobileFuse, Opera Mediaworks, PapayaMobile, PubMatic, RadiumOne, Rubicon, Sizmek, Tapad, TapSense, Thinknear by Telenav, Turn, Twitter Ads, Verve, xAd, and Yahoo/Flurry, among others.
What it does: AR is a virtual overlay of digital information on the camera-captured images or video of the physical world. The information can help companies drive discovery, exploration and conversions.
Vendors: Apple (Metaio), Atheer, Blippar, HP (Aurasma), Kony, MobileSmith (Kony and MobileSmith are not AR platforms, but do support the use of AR within their platforms for developers), Qualcomm (Vuforia), Wiki
Location Intelligence Platform
What it does: This data platform ingests location signals, such as GPS, Wi-Fi and beacons, and combines this data with other data sources. In so doing, the platform creates location-based audience profiles, inform targeting decisions, and track-measure marketing efforts.
Vendors: Factual, IBM, NinthDecimal, Placed, PlaceIQ, Thinknear (Telenav), Ubimo
Mobile Engagement Automation
What it does: Forrester calls this software the “tip of the spear.” It helps companies integrate consumer data sets from mobile interactions, including CRM and in-app tracking, to identify mobile moments and deliver the right campaign to the right customer.
Vendors: Accengage, Adobe, Appboy, FollowAnalytics, IBM, Kahuna, Leanplum, Localytics, Microsoft, moBack, MobileRQ, Oracle, OtherLevels, Salesforce, Selligent, SmartFocus, Swrve, Syniverse, Taplytics, Urban Airship, Vibes, Webtrekk
Mobile Web Platforms
What it does: This platform makes it possible to quickly and easily create a mobile website.
Vendors: 5th Finger (Merkle), Branding Brand, Mad Mobile, Mobify, Moovweb, Skava, Usablenet
App Monetization Analytics
What it does: Software helps app developers better understand their audience and marketing and advertising performance. Insights include customer behaviors, purchase paths, in-app events post-exposure conversion, in-app spend and attribution.
Vendors: Adjust, Adobe, AppAnnie, AppsFlyer, Apsalar, Fetch, Flurry, Localytics, Tune, Upsight
What it does: With this solution, marketers can use triggers, such as location and time of day, to, say, deliver a coupon to a mobile device and entice the customer into the store.
Vendors: 3C Interactive, 3Seventy, Archer, AT&T, CodeBroker, eBay Enterprise, Flytxt, Hipcricket, IBM, Impact Mobile, Message Systems, MMS, Mogreet, Monitise, OpenMarket, Outspoken, ShopText, SoundBite, Sumotext, Syniverse, TXT2GET, Verizon Wireless, Vibes, Waterfall
Mobile Advertising Analytics
What it does: Software helps mobile marketers measure and attribute digital, in-store and offline sales lift, among other metrics, to mobile campaigns. This gives a return on advertising spend and effectiveness of ad impressions.
Vendors: 4Info, Adometry (Google), AdTheorent, comScore, Datalogix, Nielsen, Placed, SpecificMedia, ZenithOptimedia
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Tom Kaneshige is editor of Five2ndWindow, Penton’s independent news site helping marketers and line-of-business executives get ahead of the mobile digital disruption happening to the customer experience. You can reach him at firstname.lastname@example.org.