Some time ago mobile devices became an indispensable part of our lives. We use them to pay bills, check the optimal route to a desirable destination, travel planning and of course to communicate. Usually, we don’t go out without a smartphone, what’s more interesting, it is also used at home. According to Forbes, 93 % of smartphone users use them to search for information at home.

Use of mobile devices is a natural for us. Marshall McLuhan presented Media Concepts as an extension of human senses. Referring to it, we can say that mobile devices accelerate our senses to help us to know, see or remember more. Convenience and functionality are the main reasons that don’t allow us to leave home without a smartphone.

Long ago we replaced walking to the bank with an on-line transfer, now we change on-line transfer to mobile banking. The same goes for shopping, as we are ordering by mobile devices, use the coupons provided in mobile apps or compare prices while shopping to find the most advantageous offer. According to smartphones are used for shopping by 25% of their users.

The mobile applications market is very strong and continues to grow. According to data presented by in 2017 we will download about 270 billion applications on the mobile device. This number indicates the huge potential in mobile applications including marketing and sales.

Marketers are aware of current trends and try to adapt to the existing mobile channel. They use responsive versions of websites, responsive emails as well as applications that are a dedicated solution for smartphones. All the above methods are a way to use mobile communication channel with customers. Mobile channel allows us to send push messages, in-app messages as well as already mentioned responsive e-mails, which can be opened by our customer at any time and place.

It is important that the mobile channel is not only a way to communicate – it is essential to collect and append additional information about the client that we can get through this medium. If we want to do this, we should have the appropriate application with access to CRM where we can gather and properly categorize customer data. Additional information that we can get through the mobile channel are: open and click rate of emails, open and click rate of push and in-app messages, information about the software and other applications installed by the user or even place of stay if he used GPS.

Data collection, their segmentation and appropriate personalized communication with customers are the tasks that we assign to Marketing Automation systems. The next step in the development of mobile marketing and marketing automation is the automation of communication with the customer in the mobile channel. With the implementation of the mobile marketing automation system, we get completely new possibilities to observe and respond to our customers behavior.

Mobile is not the future, it’s the present state of affairs – the omission of this growing stronger channel can be a big mistake.