A company named, Swvre, has developed a system that can analyze data into useful information to better understand how to personalize a user's experience within an app. No longer can a mobile app company bombard users with advertisements and expect that person to stick around much longer. The new way of doing things is much more complex than that. It involves tracking users behaviors, as well as several other elements, to target their wants and needs. For example, in a strategy game in which the user just lost a battle due to a broken wall defense, could be alerted that there is a "power" that could be purchased within the app that would boost the wall's defense for next time. Figuring out a way to implement these personalized "ads" is what Swvre has brought to the table.

This is very interesting because I use many of these apps. I didn't realize that my movements on these apps were being tracked.

Hugh Reynolds is the CEO of Swrve, which monitors 75 billion monthly user actions on mobile by 500 million people, looking for things that will make mobile developers more money. It’s not an ad network, it’s not simply an analytics solution, it’s not just a user engagement engine, and it’s not a user acquisition play. Rather, it combines elements of several of those to allow you to track what users are doing, target users based on their behavior, monetize via automated multivariate testing of multiple options, and personalize users’ experiences of your apps.

All in real time, all with the benefit of machine learning, and with pretty much any kind of app. That could be a GrubHub that wants to maximize food orders, or a Zipcar that wants to move you up a couple of usage levels, or a Pandora that wants you to go pro, or an Uber that wants you to stop taking taxis. Mobile monetization is notoriously tough, and Reynolds doesn’t have a lot of faith in the common model of shotgun-style user acquisition — as cheap as you can — followed by shoveling a lot of ads their way. Swrve competitors include Urban Airship, Flurry, Splunk, and Localytics, as well as home-grown solutions that the bigger game companies build to try to accomplish similar things. None of them, however, has adopted the marketing automation mantle to the degree that Swrve has, or has applied those mechanics pioneered by marketing automation systems to mobile app users.

This article points out that marketing automation is the new thing for mobile marketing. Today people have multiple devices and respond more quickly to mobile messages. The article says that people will pay more attention to SMS and push notifications. A mobile marketing automation company called Kahuna announced a solution that will allow marketers to build real-time marketing workflows for customers. 

I agree with this article that it is important to focus on SMS and push notifications when trying to gain more customer engagement. I use at least two different devices everyday including my smartphone and my laptop. Even though I check my email on a daily basis, I am more likely to respond more quickly to SMS or a push notification. I like to receive important updates in real-time. I think Kahuna has the right idea with their new solution because it will focus on connecting marketers to customers using real-time. I think if Kahuna uses important content that is relevant to the customer it will be successful. 

“Mobile has been the future for 10 years now,” said Adam Marchick who is the CEO of Kahuna, a mobile marketing automation company. His company just raised $11 million to hit the market with a new service for mobile marketers. Marketing automation is currently tripling annually and is still not used by more than 90 percent of non-tech companies, but Marchick is working to change that. This new service allows marketers to create automated workflows for millions of customers. It is a mobile-first marketing automation platform, can be used for marketing any product, and is not limited to just an app. 

I personally love reading articles about these new technological advances. The world marketplace is newly revolving around the online world and inventions that create more value for users is always a doorway to many new and improved innovations. I believe that this could be a very common service I will be using in my professional career. 

Mobile marketing automations is the next big thing in the mobile world. This article follows Kahuna, a mobile marketing automation company that just raised $11 Million. Their brand-new mobile marketing automation solution, which allows marketers to build automated real-time marketing workflows for millions of customers or potential customers, and integrates with Apple’s iBeacon local commerce product. Kahuna is a mobile-first marketing automation platform that can be used for marketing anything, not just mobile apps. The company claims that it more than doubles customer engagement, with response rates hovering around 20 percent for its push messages. This is because people use many devices now, and they respond much quicker and more frequently to mobile messages such as SMS and push notifications than  to email or other, older forms of communication. Adam Marchick, CEO of Kahuna, states “A lot of the old marketing automation systems assumed that one person had one device and assumed that if you knew someone’s email that was good enough. That’s just not true anymore. And lot of marketing automation companies think mobile marketing is small emails … and that’s just not true either.” It seems that mobile marketing may be moving in a direction that could lead to improved customer responsiveness due to automation features that appeal more to mobile consumers than the older marketing techniques do.

Very detailed and informative!