4 March 2013
While mobile tactics have been enthusiastically embraced by consumer brands in recent years, B2B companies have traditionally been slower to adopt this relatively new marketing channel. However, with the vast number of opportunities mobile can offer B2B brands – from delivering targeted, timely content to prospects, to maintaining regular communication with customers – those companies that continue to ignore this important channel will soon be left far behind their forward-thinking competitors.
So why has mobile become so important for B2B marketing? The rapid rise in the consumerisation of IT is certainly a major factor, with a revealing study by Forbes uncovering statistics such as:
• 82% of business executives own some form of smartphone.
• Over 70% of senior executives aged below 40 consider their mobile device to be their primary communication tool.
• Nearly two-thirds of executives are comfortable making a business purchase over their mobile device.
Clearly the potential audience for B2B mobile marketing activity is significant. But how can B2B companies use mobile platforms to effectively engage this rapidly increasing group?
Looking to the consumer world for inspiration, media such as apps have been used with great success. A more targeted, direct approach – delivered on a personal, portable platform – allows companies to effectively address a wide range of customer needs and issues, while at the same time offering the opportunity to raise brand awareness, deliver product or service information, and keep your business front-of-mind.
And with the potential for greater ROI compared with traditional mass-market activities, it’s little wonder that an increasing number of businesses are reassigning budget once reserved for above-the-line advertising to mobile-related tactics such as apps and microsites.
Our Must-Follow Tips for B2B Mobile Marketing Success:
1. Get set with a mobile strategy
As an increasing number of B2B prospects and customers turn to mobile platforms to access the information they require, how equipped is your organisation to attract and engage this audience on their mobile device?
A solid strategy for your mobile marketing is crucial to ensure you’re successfully capturing the attention of this significant – and growing – user group. From ensuring your website is mobile-responsive or mobile-optimised, to establishing how to make your business visible in B2B mobile searches, you need an integrated mobile marketing strategy that addresses every possible touch point between your brand and your mobile customers.
2. Create content with mobile users in mind
With their pocket-sized portability and smaller screens, it’s not surprising that user behaviour on a mobile device differs greatly to that on a laptop or desktop. On-the-go usage and limited screen space require tailored content that meets the specific needs of the mobile user.
Aside from functional considerations such as less scrolling, fewer click-throughs, and smaller file sizes, consider the way B2B users might interact with your content. Someone having a quick browse, or clicking through from an email while on the move, may want to save the information to access later from a different device, while features that allow for different sharing options are beneficial for those wanting to delegate tasks or spread the word to colleagues.
3. A personal device needs a personal approach
Despite the fact that smartphones and tablets are used extensively for work-related tasks, mobile devices are still seen as a more personal alternative to traditional computers – a concept that can be tapped into in order to build effective relationships with your B2B prospects and customers.
The instant message delivery afforded by mobile enables businesses to provide their B2B audience with relevant information at the most appropriate time. Mobile apps can be highly effective in this area, with in-app push notifications allowing the delivery of personalised information, such as tailored special offers, important reminders, or the availability of new content relevant to the user’s stage in the buying cycle.
4. Stand out from the mobile marketplace
There’s no doubt that as mobile marketing continues its steady rise, the B2B mobile space will soon become crowded. For now, however, B2B mobile marketing is still relatively under-developed – giving early adopters the opportunity to forge ahead and become mobile leaders within their field.
That said, even with the inevitable increase in competition, mobile still provides a wide variety of ways for B2B brands to set themselves apart from their competitors – such as by delivering a superior standard of customer service, using the latest mobile technology to support your other marketing activities, or providing innovative ways for your audience to interact with your brand at events.
What’s the link between a mobile app and diabetes care? Take a look at the app and microsite we created for NovoNordisk to find out!