It’s been a long time coming and we’ve all heard the hype. Mobile is the way of the future and it’s hard to argue that mobile isn’t the next step in the technology revolution. That’s why it’s important for organizations to establish a scalable B2B mobile marketing strategy to participate and extend their reach.
Why do you need a B2B Mobile Marketing Strategy?
I’d prefer to let the numbers do the talking:
- There are 5.9 billion mobile phone users worldwide
- There are 2.3 billion internet users worldwide
- 48% of internet usage worldwide is on mobile, that’s 1.2 billion mobile internet users[/one_half]
- By 2014, mobile internet usage is expected to overtake desktop
- Retail revenues from mobile are expected to reach $12 billion in 2013, up 62%
- Your competitors may be ahead of you as mobile advertising is set to climb to $4.6 billion, up 52%[/one_half]
How does this translate for B2B?
The mobile channel is changing the way enterprise employees do business. From CEOs to Procurement Managers, there’s a significant shift in the way businesses are receiving, interacting, and researching information in their day-to-day professional lives:
- 78% of enterprises allow employees to bring their own devices
- 50% of the C-Suite use a tablet device
- 65% of executives are comfortable making a business purchase from a mobile device
- More than 59% of B2B purchasing decision makers and influencers use smartphones to gather information when making a buying decision
According to a recent report by Forrester Research, mobile platforms will act as a catalyst for the next generation of connected experiences. Creating and maintaining an effective B2B mobile marketing strategy won’t be cheap but it is a must for leading marketers. Don’t commit to some of the much hyped trends such as NFC, indoor location, and big data yet – let them mature.
Let’s explore some of the ways you can start with your organization’s B2B mobile marketing strategy now:
- Explore simple mobile technologies you can deploy cost effectively to improve your customers’ experiences such as Event Management apps
- Deploy mobile tools to your own business development and marketing teams for increased productivity
- Review your website and ensure it’s optimized for mobile. A responsive design website is a great way to go and works across all devices and operating systems
- Make sure your email marketing programs and conversion/ landing pages are optimized for mobile
- Incorporate mobile only technology such as QR codes into your offline marketing communications
- Create customer retention applications and self service applications for your customers
For those of you who have more questions, we’re here to help and I’ve included a great video from the smart folks at BusinessOnline for you too: