13. Exponentially Increase Reach
Anytime-Anywhere Purchasing Opportunities
Wide Variety of New Marketing Tools
Uniquely Personal, “Immediate” Media
100% Measurable
‘First-Screen’ Brand Impression
Lead-Generation Opportunities
Maximize Existing Investments, And Content
#1
#8
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#5
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#3
#2
#9
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10
Benefits
Of
B2B
Mobile
Marketing
Brand Presence In Mobile World
Extend Brand Value Across Mobile Media
TOP
15. Morgan Stanley analysts predict the Mobile Web will be
bigger than desktop Internet use by 2015—with
Gartner projecting mobile devices to overtake
PCs as the most common Web devices by 2013.
‘First Screen’ In 3-5 Years
Morgan Stanley findings here. Gartner findings here.
17. (which are mobile devices, too.)
Don’t forget the exploding new
market category of tablet computers.
18. Think Apps Are Just
For Fun?
They’re Taking
Over The
Enterprise, Too.
19. IBM predicts that Mobile applications will surpass
traditional platforms in the enterprise market by 2015
as the popularity of smart phones and tablets
continues to surge.
Mobile Apps To Surpass Traditional
Enterprise Apps By 2015
Findings here
26. Mobile
Web Sites
Web sites that
are developed for
the small screens of
mobile phones to
deliver a superior
experience for
prospects and
customers.
27. Have you viewed your site
on a mobile phone, lately?
(Um, Yikes!)
… Chances are,
you need to
optimize your
site and other
content for the
smaller mobile
environment.
28. Make Your Web Site Mobile
Friendly (Not Mobile Foe)
An imperative for all B2Bs is optimizing your EXISTING and
FUTURE content for mobile environments.
This can mean creating mobile-friendly Web sites, not just
mobile access to your current Web site, and providing
users with shorter versions of lengthy content pieces, as
well as in different content formats(e.g. video, audio).
33. Start Smart!
Implementation
Tips
1. Choose content wisely (not
much room on mobile!).
2. Keep copy tight and to the
point.
3. Consider all mobile devices
(smartphones, tablets)
4. Enlist an experienced
design/tech partner.
5. Auto-detect all sites.
6. Promote!
7. Track Mobile ROI.
Mobile Web Site
34. Video
The use of video in
campaigns, case studies,
discussion of best
practices, branded
entertainment segments,
tips, etc.
Note: Video pertains to mobile devices like
smartphones that have the capability to view
video.
35. “Show” The Stories
You Already Tell.
Due to the complexity of B2B industries and offerings, their content is
often lengthy and technical and thus, very difficult to view on small
mobile screens.
It’s not that B2Bs need to rethink their content, but their formats… with
video (and audio!) a ripe option for audiences accessing content from
their mobile devices.
Produce quick video (or audio) segments that show the tips you tell in
your articles and creating visual case studies in addition to the longer
text formats available at your Web site.
37. Start Smart!
Implementation
Tips
1. Audit all content for
video opportunities.
2. Differentiate from
competitors’ use of
video.
3. Create an editorial
calendar.
4. Keep videos short.
5. Promote!
6. Track Mobile ROI.
Video (and Audio)
38. SMS Alerts
BMW: Joy is here:
http://bit.ly/aju1hy
Text alerts that are sent
to mobile device users
via short message
service (SMS) that
can’t be longer than
160 alpha-numeric
characters.
Note: All SMS Alerts
Must Be Sent Only To
Opt-In Subscribers!
39. Create A New
Communications Channel
With Your Content.
Just as you create opt-in email newsletters to “push” content to
your audience, opt-in SMS alerts can open an entirely new, uniquely
personal and instantaneous communications channel
with your audience.
And where B2Bs can win over their business audiences is by
delivering information that is of a timely and breaking nature to
their business audiences, as with alerting them to important
developments, industry news and thought leadership tips
to overcome challenges.
41. Start Smart!
Implementation
Tips
SMS Alerts
1. Determine Budget—
dedicated or “shared”
shortcode?
2. Pinpoint an SMS vendor.
3. Identify Content Focus.
4. Grow your SMS list
organically—100% opt-in.
5. Pinpoint frequency of SMS
alerts.
6. Promote!
7. Track Mobile ROI.
42. Mobile Apps
An application,
downloaded by the user to
their mobile device, that is
small in comparison to
comprehensive desktop
applications, but can be
quite sophisticated, and
very popular.
43. Engage Your Audience
Through Apps.
One approach that can offer a new level of utility for your business
audience—and a way to get your brand top of mind—is through the
development of mobile applications, or “apps”. For example:
If your B2B develops enterprise software, and your brand’s value
proposition is rooted in streamlining business tasks, your app could
help them by streamlining several of their mobile-centric tasks.
In order for your B2B to stand out at a tradeshow teeming with top
competitors, you could create an “in-venue” app for attendees to use
while at the event that improves their experience.
51. To Succeed With Apps…
Ask and Answer:
Value Proposition: How will your app EXTEND your brand's
value proposition into the mobile environment?
Core Value: Does your app make the works tasks of business
professionals better, faster and/or easier? Does it solve a
problem or produce a compelling benefit?
Price: Will your app be free or available for a fee (and at what
price)? This depends upon your goal—whether it’s to increase
awareness or introduce a new revenue stream.
… continued
52. To Succeed With Apps…
Timely: Is your app for the long-term... or a finite program
period? There's no wrong answer here as some apps are long-
term in focus while others, like in-venue apps for tradeshows,
are finite in nature.
Support Existing Programs: Do you have an existing online
program where an app—as with a mobile extension—would
prove helpful?
Promotion: How will you promote your app? There are
hundreds of thousands of apps already… how will your app
rise above the clutter?
53. Start Smart!
Implementation
Tips
1. Determine platforms.
2. Plan early and ahead.
3. Find an experienced
development partner.
4. Keep your app
current.
5. Brand your app well
(naming).
6. Promote!
7. Track Mobile ROI.
Mobile Apps
54. Mobile
Barcodes
Also known as “QR Codes”
(for Quick Response)
or “2D Codes”
(for Two Dimensional),
are used through subscribers’
snapping a picture of the icon with
their mobile phone camera—with
software on their phones
translating it and performing the
associated action
within a few seconds.
55. The actions that marketers can link
users’ to through their QR or 2D Codes
include (but are not limited to!):
• Connect to a URL
• Menu of options
• Download a MP3
• Initiate an email with the QR
owner’s name in the "send to" field
• Initiate a call on the phone
• Download a PDF/brochure
• Receive a multimedia file via SMS
56.
57.
58. People can scan the Danica Patrick bar
code and they are taken to a mobile
page featuring the lineup for the race,
a schedule of events, information
about Danica and social-media links.
59. Keep
In
Mind!
QR Codes Do Not
Need To Only
Be Featured
Online—Use Them
In Your Printed
Materials,
Tradeshow Signage,
Promotional
Apparel and More.
60. Start Smart!
Implementation
Tips
1. Identify how you'll use
QR codes.
2. Determine where to
place QR codes.
3. Assess vendors.
4. Optimize landing pages.
5. Remember to Educate
Audiences.
6. Promote!
7. Track Mobile ROI.
Mobile Barcodes
64. Exponentially Increase Reach
Anytime-Anywhere Purchasing Opportunities
Wide Variety of New Marketing Tools
Uniquely Personal, “Immediate” Media
100% Measurable
‘First-Screen’ Brand Impression
Lead-Generation Opportunities
Maximize Existing Investments, And Content
#1
#8
#7
#6
#5
#4
#3
#2
#9
#10
And
So
Many
BIG
Benefits
Brand Presence In Mobile World
Extend Brand Value Across Mobile Media
