B2Bs, Are You Using These Must-Have Mobile Marketing Tactics?

September 9, 2013 Bob Oord

Recently, some interesting initiatives have been launched that can accelerate B2B content marketing on tablets. So, is it high time for more B2B activity on this user-friendly medium? After all, many B2B marketers are still burying their heads in the sand regarding the possibilities and opportunities offered by mobile devices.

Time is running out for those B2B marketers who have not yet embraced the developments in mobile marketing. The time is ripe to explore the potential.

Statistics Double in One Year

Within a short time, mobile devices have developed from fun gadgets into productivity enhancers. Since the arrival and rapid growth of so-called enterprise apps, smartphones and tablets are now more than just quick ways of accessing e-mail, calendars, social media, and online information. The integration of mobile applications with business systems, such as CRM and business intelligence, means that information and processes can be accessed and managed from anywhere, at any time. User expectations have changed due to the growing relevance of apps. The expectations imposed on the information and functionality provided have risen significantly.

At the same time, the percentage of overall Internet traffic that takes place via mobile devices is steadily on the rise. The Monetate Q1 2013 Ecommerce Quarterly gives insight on the increase in web traffic on smartphones versus tablets and versus desktops. Traffic on mobile devices has almost doubled in one year. And it is not just the channel that is witnessing such strong growth. Forrester predicted that the mobile marketing budget in 2013 will be around double that in 2012, overtaking both social media and e-mail marketing.

Top Mobile Marketing Tactics

The mobile channel is therefore playing an increasingly important role in marketing, and it deserves special attention. However, B2B marketers who want to use this mobile channel and create an impact are faced with a challenge. Users want relevance, functionality, and access to information on any device, at any time and from any location. So how can this be achieved? Start by considering the following tactics for your mobile presence.

  1. Responsive website. Make your website responsive to the different devices and adapt content where necessary.
  2. Mobile-friendly campaigns. Ensure that your campaigns do not run aground on mobile devices, and instead optimize your landing pages. Tailor settings for each type of device for things such as forms.
  3. Mobile advertising. Mobile advertising can be highly tailored by location, time, and device, resulting in high relevance and therefore high-response rates.
  4. Mobile e-mail. Reading e-mails is still one of the most used functions on smartphones and tablets. It is therefore essential to ensure that your HTML can be read properly on these devices. For example, use only one column.
  5. Mobile apps. An app enables you to secure a prominent presence on your customer’s device. But for this you need to do more than simply follow the recommendations given above.

One important recommendation is missing however. As advised by Forrester in the new report “Don’t Confuse Tablet And Mobile Marketing,” a B2B marketer needs to differentiate between smartphones and tablets. Smartphones have a much smaller screen for content experiences and is used “on the go,” while tablets are used more at home and in the office offering rich content opportunities. Tablets are also increasingly differentiated as “lead back” media versus the “lead forward” or “behind the desk” content consumption on the PC or laptop.

Entering the Market With an App

B2B marketers hoping to establish a presence on their customers’ mobile device with an app are faced with new challenges. For example, a mobile app can offer the user distinctive functionality, fun or information. So, to be successful, you first and foremost need to consider how you can offer the user an experience that exceeds his high expectations. And this can differ greatly between the tablet and the smartphone.

Both smartphones and tablets are frequently used to check e-mails and to keep up to date with social media. However, tablets are primarily used at home in a relaxed environment, for instance as a second screen for watching television, work-related activities, shopping and reading background information. Although smartphones are often also used at home, they are strongly associated with being ‘on the go’. By contrast, tablets offer many more opportunities for a visual experience, while smartphones are effective for location-based services.

So as B2B marketer, you have many opportunities to pursue and it’s time to act. The challenge is to find it and start exploring.

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