Marketing is undergoing a profound transformation. The rise of the mobile internet has created a wholly new ecosystem around apps that offers marketers more touchpoints for reaching their audience and many more data points for understanding how consumers behave. With the increasing volume, granularity and complexity of today’s mobile marketing campaigns, comes the need to bring an increasing number of workstreams together and manage them efficiently.
Automation is gaining ground in the mobile marketing industry, as marketers look to delegate tasks better handled by machines and use automation’s potential for maximum benefit. According to Hubspot, a marketing software company, over two-thirds (68%) of marketers say their businesses use automation in some way, and Email Monday, suggesting marketers would spend “as much as $25 billion” annually by 2023.
Some have raised concerns about ‘the rise of machines’, or welcome automation as the end of work as we know it, yet automation may not mean either. The McKinsey consultancy found that “about 50 percent of tasks are automatable”, meaning the other 50% of work — mainly communication and creativity — will grow in importance. This is important to emphasize in mobile. As our CTO and co-founder Paul Müller puts it, such technology “leaves marketers free to focus on being creative and pushing the boundaries of what marketing can achieve.” Let’s look at what automation can do in a little more detail.
Automation’s place in the MMP tech stack
There are many types of automation, so where does this technology fit into an attribution provider’s purview? At Adjust, our aim is to make marketing simpler, smarter and more secure. When it comes to automation, the focus is on simplicity, which we achieved by centralizing activities from a number of different channels and removing the vast number of interfaces that marketers have to manage on a daily basis.
This level of functionality is simply something that cannot be accomplished by an individual network. By merging the data from many sources together, and allowing marketers to automate campaigns, creatives and testing, an MMP that offers automation can help you tie your marketing together, ultimately improving your output.
The 6 advantages of automation
1. Free your team from menial and laborious tasks
Automation takes on the tasks that consume a lot of a marketer’s time (or to complete actions that are humanly impossible). Efficient automation frees you from menial tasks, allowing greater focus on important value-adds, including:
- Relationship building (both with clients and across internal departments)
- A/B testing
- Creative experimentation
As automation grows more sophisticated, marketers have to find the right balance between which processes are best for bots, and which are for people. This requires some trial and more error, but the results will be worth investing in to optimize performance.
2. Automatically produce and distribute personalized creatives
A recent Google survey shows that 90% of leading marketers say personalization significantly contributes to business profitability. Customers expect a user experience that is tailored to their interests, and this can only be achieved at scale with automation.
For example, creatives are the means to connect you to your audience. But the sheer number of variables involved (delivering the right ad to the right user at the right time) makes hitting the right note an impossible task — at least for a human. With automation, you have a chance to test for yourself, combining creatives with channels at an unprecedented rate to find the optimal choice.
3. Reach your marketing goals faster
Automation assists mobile marketers in reaching their target KPIs by allocating budgets to campaigns and channels. Budget automation can automatically increase bids on campaigns that are performing well while pulling back spend on campaigns that are not delivering results. This gives mobile marketers an opportunity to reach their targets faster and with maximum profitability. Another huge benefit is the time saved that you might have otherwise spent on manually adjusting ad spend across different channels.
4. Increase conversions at the best possible price
Mobile marketers already use bidding automation as common practice. By adjusting bids based on conversion and CPA (cost per action), these systems make it easier for marketers to win bids. The aim is to maximize conversions at the lowest cost. When implementing bidding automation, mobile marketers must decide what information to feed into the system for best results. Machine learning allows these algorithms to learn over time and suggest target CPAs for you. When used efficiently, bidding automation increases conversions and ensures this process is cost-effective.
5. Optimize your testing capabilities
A/B testing is a vital component of every mobile marketing strategy — and automation can help improve the process. By automatically segmenting users you can test how different groups respond to your creatives, how well your onboarding process is set up, or how users respond to changes to your UI. Using automation to create these audience groups is a key example of how marketers can save time on menial tasks, and focus instead on the results.
6. Automatically generate new audiences
By pulling data from different sources to generate new audiences and target specific groups, automation has the potential to fundamentally change how marketers find new users. This type of automation is in its infancy but has the potential to be a game-changer for our industry. In our automation guide, Tolga Kuzdere, Senior Performance Marketing Manager at Akbank, says “The full realization is years away, but you can be sure that targeting automation (without explicit human intervention) will transform marketing over the next five years.” He also advises marketers to start researching this type of automation to stay one step ahead and “identify the best data platform solutions for their businesses right away.”
Automation with Adjust: Control Center
At Adjust, we know the potential of automation. That’s why, in addition to attribution and fraud prevention technology, we launched Adjust Automate. Some marketers spend over half their day just optimizing campaigns — changing bids, volumes and iterating creatives over dozens of channels. With the launch, marketers can centralize all their activities in one place, with a single dashboard that lets you optimize your campaigns across multiple channels. The Control Center provides you with the tools to reduce the repetitive part of your marketing job, so you can do more and click less.
With Rule Engine, you can create performance-based rules that execute changes on your behalf - stop, start, or increase bids and budgets on your campaigns based on your own KPIs and create your own unique automation framework.
With rule-based automation, you can make sure that your budget is always going where it’s doing the most work.