One of the biggest myths about mobile marketing is that it’s just a tool for marketing to consumers. However, the rapid growth and effective reach of mobile is proof that it’s just as powerful for B2B marketing. Today and tomorrow, Promotional Consultant Today shares this insight on incorporating mobile into your marketing mix.
In a whitepaper by B2B marketing specialist Christina “CK” Kerley, she describes the mobile revolution this way: “The statistics are nothing short of surreal: a global embedded base of five billion mobile subscriptions, bolstered by a 40-percent growth rate in smartphones for 2011, compounded by a whopping 240-percent year-over-year surge in mobile social networking, and topped off with 100-percent growth forecast for tablet computers this year. In fact, mobile integration represents the most sound business case that the B2B boardroom has ever seen, or imagined.”
Mobile marketing expert Douglas Burdett provides these tips for embracing mobile marketing into B2B campaigns.
Think inside the box. Online content needs to be properly optimized for mobile devices. Otherwise, content developed only for a computer screen can be difficult to read on mobile devices. It should be formatted so that it’s readable on a smartphone, a tablet or a laptop. Additionally, consideration needs to be given for the type of content someone needs on a mobile device versus on a computer. You don’t want to send an eight-page case study to a mobile device, but a short eye-catching email or infograhic would be very acceptable.
Be helpful. Marketers who develop mobile strategies to make their audiences’ work activities better, faster and easier will win their customers’ hearts and contracts. In other words, provide content that your recipients can use in their jobs.
Get creative. An example would be to engage your desired tradeshow booth visitors with a quiz accessed on their mobile device, all before finding your booth.
Content is still king. But it needs to be served up in a way that best suits the mobile environment. Examples include short videos, podcasts and briefs of longer articles that appear only on mobile devices.
Make your product mobile. If at all possible, B2B marketers who can extend their product into the mobile realm can differentiate their product and deepen their customer relationships.
Read PCT on your mobile device by downloading the PCT app today. We’ll return to your laptop, smart phone and tablet tomorrow with more mobile marketing tips.
Source: Douglas Burdett is the principal of Artillery, a B2B inbound marketing agency. He is a former artillery officer and Madison Avenue ad man. In lieu of a mid-life crisis, he started performing stand up comedy.