• 4.6B Users Say Mobile Marketing is Ripe for IT

    Companies like Intel and Qualcomm have incorporated mobile marketing into their mix.  Mobile is the fastest-growing marketing medium, so if this not part of your strategy, you may be left in the dust.

    In her blog, Christina “CK” Kerley makes a strong case for B2B mobile marketing and offers specific advice for IT marketers unsure of how to approach mobile environments and audiences.  In her new presentation, “B2B Mobile Marketing: 10-Step Starter Guide for Integrating Mobile Into the B2B Marketing Mix,” Kerley identifies steps marketers and organizations should take to tap into highly-engaged business audiences.

    For IT B2B marketers who still need to be persuaded about the value of mobile marketing, Kerley points out that mobile is experiencing explosive growth in usage rates, both in the United States and globally.  One number Kerley cites should make marketers take notice: currently there are 4.6 billion mobile subscriptions, a number which is expected to grow to 6.5 billion by 2014.

    Moreover, mobile now offers an enhanced user experience due to improved mobile technology, dramatically faster download times, and location-based services that were previously unavailable.  The rise of multi-tasking, as well as increased content flows and communication channels, means that professionals have grown accustomed to receiving information in “bite-size chunks.”  Kerley also points out that today’s professionals must stay connected to mobile communications to receive time-sensitive communications and breaking developments.  Even though today’s technology allows professionals to be location independent, they must frequently reveal their location through the use of location-based services.  This can be a boon to B2B marketers, who can provide business audiences with new sources of value based on location.

    How can marketers connect their B2B brand to business markets using mobile?  Kerley identifies ten areas where IT marketers should focus:

    1. Optimize existing content for mobile environments, creating mobile-friendly websites, providing users with short versions of lengthy content and reviewing all marketing programs to see how they can be enhanced with mobile.
    2. Assess the evolving needs, challenges and problems of business audiences, including any location-based needs, and what immediate or urgent information they need to make decisions, perform tasks and stay up-to-date.
    3. Find out what competitors are and aren’t doing with mobile by completing competitive benchmarking and determining which mobile opportunities can help best differentiate your program from those by competitors.
    4. Determine how to leverage mobile to provide unique value to business audiences.  Map the needs of business audiences and seek to provide value that competitors are not addressing.
    5. Set a mobile marketing strategy, including how you will inform audiences of breaking information, initiate new communication channels with target audiences, interact with audiences in new ways, improve productivity and efficiency for your audience through helpful features and tools, and how you will motivate your audience to take an action, such as downloading applications or videos.
    6. Deciding which mobile tools to use.  To do this, first evaluate your audiences’ needs, your competitive differentiation, determine your unique value, and outline your mobile marketing strategy.
    7. Determine which mobile platforms your programs will need to support.  Start with a mobile site to track and assess which devices and operating systems your target business audiences are using.
    8. Create a plan for promoting mobile programs, rather than relying on a “build it and they will come” plan.
    9. Examine which internal marketing processes are needed to ensure success of external mobile programs.  Special processes to consider may include mobile content creation and optimization, program development and technical management, and research on ongoing audience, competition and mobile technology.
    10. Determine how to measure ROI.  Metrics may include tracking mobile web site numbers, number of application downloads and number of SMS subscribers.  Kerley also emphasizes the importance of analyzing the following “proof points” in relation to new mobile programs: sales and revenues, brand awareness, brand relevancy and new communications channels, market footprint, customer relationship management, budget savings, competitive advantage and program impact.

    Read the full post and view the presentation here:


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    4.6B Users Say Mobile Marketing is Ripe for IT, 4.0 out of 5 based on 1 rating
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