Whenever you see an advertisement for an application that seems like it was made just for you, there is a good chance that there is a mobile marketing platform powering it. Mobile marketing platforms are the behind-the-scenes powerhouses that connect app builders with the users they should be connecting with, at the right time.
To help marketers connect smarter is Apptrove, a trusted mobile measurement partner (MMP) that helps marketers track, measure and improve their campaigns. But before we get into how they do this, let’s take a look at what a mobile marketing platform is and why it’s important.
What is a mobile marketing platform?
Think of a mobile marketing platform like the operation centre of an application’s advertising strategy. It is where marketers plan campaigns, target ad placements, and measure performance.
Without a mobile marketing platform, marketing would essentially consist of screaming into the void without really knowing if it is heard or if it works.
A mobile marketing platform should not only help distribute the ads around the world. It should use information to target specific people – people who
Why App Companies Need Mobile Marketing Platforms
Advertising for an app can become costly very quickly. Marketers could run through thousands of dollars without seeing any return if they are not careful. A mobile marketing platform can help marketers not just blindly throw down ad dollars by helping them:
- Reach a desired audience.
- Track who their new users are and exactly where they came from.
- Evaluate which ads had a return on investment.
Essentially, it is not just about running ads – it is about running ads to the right people.
How a Mobile Marketing Platform Works with a Mobile Ad Network?
A mobile ad network is like an enormous marketplace where app developers can spend ad dollars to advertise their apps to users of other apps or websites. It provides a place for advertisers to bid on ad space where they will be seen by users of that network.
A mobile ad network provides ad space but does not control or decide how advertisers use to space for what ad and when. A mobile marketing platform only gets involved after the ad network and provides a view of the user activity from the ad campaign. You can imagine that the ad network is the stage, and the marketing platform is the director telling the actors (ads) how they should play their parts.
The Role of an App Marketing Platform
Now you are probably wondering – what is an app marketing platform? An app marketing platform is a broader tool, covering everything from ad campaign management to analytics, social media marketing and push notifications.
Also, sometimes an app marketing platform can contain a mobile marketing platform as one of its pieces. Both work together to ensure that marketing is not solely about installing an app, but also about engaging users long after they have downloaded the app.
Mobile Advertising is Where it’s At
At the centre of it all is mobile advertising. Mobile advertising is utilising mobile devices – meaning advertising to users on their mobile devices, both in apps, social networks and on the interwebs.
Mobile advertising is powerful because it is everywhere you are – on your phone when you are commuting, in your favourite app or game and your social media feed. With the use of a mobile marketing platform, each ad can become super targeted so that it is as relevant as possible and not simply annoying.
Why Data Makes All the Difference
The real power of a mobile marketing platform isn’t simply the capability to run ads—it’s the ability to monitor results in real-time. You can see which ads are resulting in installs, which users are sticking around, and which campaigns are worth scaling.
Without these insights, marketing is just guessing. With it, marketers can spend their money wisely and grow faster.
The Future of Mobile Marketing Platforms
With technology constantly in flux, mobile marketing platforms are becoming more intelligent. We are heading towards AI-driven platforms with the capability to predict which ads will perform best even before they are run. Soon, marketers will be able to tweak campaigns in real-time based on instant feedback, making marketers more effective than ever.
Final Thoughts
While a mobile marketing platform might not be apparent to most users, it is the reason you see ads that matter to you. It connects creative ideas with the audience that will love them.
Whether you are a developer, a marketer, or just someone curious about how apps grow, knowing about mobile marketing platforms is like a backstage pass in the app world.
