Mobile Marketing Considerations for B2B Product & Content Marketers

Mobile Marketing Considerations for B2B Product & Content Marketers

This is Part 2 of a two part series, focused on the consumerization of the enterprise; specifically focusing on video and mobile.

As discussed in Part 1 of this series, enterprises of today are undergoing significant transformation largely because employees and their habits are blurring the distinction between their personal and professional lives. Video and mobile are two of the biggest drivers of the consumerization of the enterprise. In this post, we focus on mobile and the impact it is having on the lives of B2B marketers. Mobile is not just yet another device or yet another platform. It is a completely new way of engaging and communicating with consumers. On the mobile phone, employees (aka consumers) expect a much simpler user experience be it a website or an app they are engaging with. B2B marketers will need to create an engaging, consumer friendly experience on the phone very much like a B2C lifestyle business or a media company would. This demands  that mobile can no longer be an after-thought, but an integral part of the marketing strategy and plan upfront. When it comes to mobile, there are a number of considerations.

  1. Determine the audience – While this seems redundant, it is again a critical part of the process, because it will drive the kind of experience you want to create and kind of assets you will use. For e.g. if your target is C level execs vs mid level managers, that will drive a very different kind of mobile experience.
  2. Determine the appropriate medium – Depending on the audience determined above, you will need to define one or more channels – mobile web, mobile email campaigns, native applications, SMS/Push Notifications etc. This in turn will drive the tactics mentioned below around the specifics of the campaign.
  3. Design the tactics
  • Responsive Web Design – This is more than making sure that your website shows up appropriately on a mobile phone. Your web presence has to be designed with mobile in mind – this has a huge impact on brand perception.
  • Mobile Friendly Email Campaigns – Not all email campaigns lend themselves to the mobile environment. In a mobile environment, messages that are interactive and leverage some of the native platform capabilities are likely to get more attention.
  • Native apps – While this is expensive, B2B marketers are increasingly using this as a way to create brand awareness, since this allows the marketer to create an end to end experience around the brand.
  • Video – This overlaps with the section above, however mobile accounts for a very significant portion of all video views and therefore mobile campaigns with video are much more likely to have the intended impact.

We believe that 2016 will be tipping point when B2B marketers will increasingly leverage mobile as a core component of their overall marketing strategy. As this happens, cross channel marketing optimization will also become increasingly important. Are you ready?