Six Key Questions (and Answers!) About B2B Mobile Marketing
In this article, you'll learn...
- Why it's essential for B2B marketers to integrate mobile in the marketing mix
- Six key answers to B2B mobile marketing questions
- How B2Bs can best start going mobile
You can't avoid it. Everywhere you turn, everyone is talking about mobile—with the business world abuzz over mobile tools, technologies, and channels.
But even as B2Cs have been diving into mobile at a frenzied pace, B2Bs have been falling behind. Whether because they're skeptical, or they're waiting for others to move first or they're paying attention to other media, B2Bs are missing prime opportunities to reach and engage their business audiences by not integrating mobile into the marketing mix.
The Mobile Revolution & B2B (my recently released mobile-marketing guide) lays out the business case for how emerging mobile media can uniquely engage business audiences, not just consumers. And it outlines a set of recommendations for B2B marketers—chief among them, to elevate mobile to a priority in the marketing mix.
Based on that guide, the following six questions and answers provide B2B mobile insight, examples, and advice.
1. Why is mobile particularly prime for B2B companies and audiences?
The best way to answer this question is with a question. Ask yourself, When was the last time I saw a business executive without a mobile device?
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Comments
These are great points and overall a great post. Email is definitely a noteworthy indicator to how important mobile is in B2B communications. I especially agree with your point about mobile becoming a crucial part of doing business through effective client management and relationship building.
This is a great snapshot of the business case for a mobile B2B initiative. My question is that the #1 priority (optimize your Web content for mobile) is often a huge stumbling block, especially for large organizations with legacy content management systems. Are there ways around this? Filters for opimizing HTML? I'd really appreciate some pointers to resources for figuring this out. Otherwise, we are looking at iPad only as a strategy, which isn't so bad.
Very useful