And this number shows no signs of slowing. But the app influences a lot more than just mobile.
Analytics and actions per user are extended across multiple platforms and channels including email, web push and even interactive TV - because the best campaigns are integrated in the channels that people use.
This guide helps organizations looking to invest in mobile marketing, and shows them how to invest with confidence.
There some real advantages to building, rather than buying, your own mobile marketing platform. But this section will ask the questions that will help you weigh up the pros and the cons.
Whether or not you buy or build, your marketing platform must support a full stack of mobile and emerging channels. This includes push, in-app messages, but also Smart TV, OTT streaming apps, Smart watches and other emergin popular channels.
It is also highly recommended that your mobile marketing platform create sophisticated audiences by using intelligent targeting and triggering engines that will send campaigns to individuals at exact moments of need.
As marketers you are not strangers to A/B Testing, and your mobile marketing platfrom shouldn't be either. Ensure your campaigns perform to the best of their ability by A/B testing your native content.