As our phones and mobile devices become something akin to an extra appendage, it is not surprising that mobile as a marketing platform continues to grow in the btob space. After all, what better way to reach audiences than through the very devices that are constantly with them?
A recent study by the CMO Council found that while only 16% of btob marketers have a formal strategy for using mobile as a significant channel, 54% are developing such a strategy – and that number will likely keep growing.
Of the marketers surveyed, mobile marketing activities included:
- Notifying and informing customers (51%)
- Delivering content and services (43%)
- Promoting and advertising their brands or special offers (37%)
- Supporting customer care and handling (23%)
In tech btob, there are plenty of ways that mobile platforms can be used to enhance the customer experience. Of course, providing the basics – such as having a mobile optimized web presence and email marketing programs are good starting points. And lets not forget social media – mobile and social media were made for each other.
However, there are other ways in which marketers can provide value to their tech btob audiences via mobile. Easily enabling activities such as price comparison, procurement and lead generation (via QR codes for example) could extend a brand’s reach and add value. Let’s also not forget SMS messages – if not abused, these can be a great way to let customers know about time sensitive offers as well as solicit real-time feedback.
Remember, audiences in the tech btob space tend to have a lot on their plate and serious time constraints. Mobile is a great way to make their lives easier by enabling fast and easy access to the information they need in compelling ways.
The right mobile strategy will vary depending on various factors such as business objectives and audience needs. However, it’s important to think about mobile as part of the overall marketing mix. Our devices aren’t going anywhere – and if they do – we’ll be right there – attached to them.