Mobile is an ideal channel for real-time engagement with prospects and customers who consumer information using multiple devices. Armed with high-spec phones, today’s professionals not only rely on mobile devices to stay connected round-the-clock, but also to keep their fingers on the pulse of news, markets, etc. and to make purchase/business decisions when working remotely.
Even though many B2B marketers have started tapping the potential of mobile tools and technologies in earnest, there are others that are still skeptical about this robust, revenue-generating channel.
There are a number of benefits that B2B marketers can gain by integrating mobile tools, technologies and approaches into their marketing mix:
1.Amplified Reach and Engagement
Mobile marketing enables B2B marketers to extend their reach and engagement with a global audience. Real-time engagement via mobile enables marketers to quickly solve their queries and complaints, inform them about new product updates and improvements, gain customer feedback and more.
A good example of a brand that used mobile to increase engagement and interaction with its customer base is Regus, a brand known for its workplace solutions. Regus developed a mobile application to help business travelers purchase temporary meeting rooms and office spaces while on the move.
The application, once downloaded, enables users to simply scan different areas through their smartphone cameras and search for office spaces in close proximity. The application also allows users to immediately contact Regus via a ‘click-to-call’ button to get more information related to the purchase of meeting rooms or office places in the near-by areas.
Regus identified issues faced by its customers and found an efficient way to resolve it using mobile marketing. As a result, the application was downloaded by more than 19,000 users in less than six months, increasing the rate of engagement by 65%.
2.Quick Access to B2B Content
Professionals, working on-site or off-site, need to access important B2B content that influences their purchasing as well as other business-related decisions. B2B marketers can capture the attention of their customers/partners by offering them the content in mobile-friendly formats, such as text, audio or video.
3.Immediacy
When it comes to immediacy, there is no other marketing tool that is as relevant and reliable as mobile. Because professionals always carry their mobile devices with them, B2B marketers can get in touch with their audience immediately, anywhere and at any point of time.
4.Measurable
Marketers using mobile devices in their marketing efforts can easily track a number of important metrics, such as open rates, click-through rates and number of subscribers. Mobiles enable marketers to easily track their marketing campaigns' progress and constantly optimize their efforts to enhance their future marketing programs.
5.Ideal Tool for Personal Communications
Mobile is the most preferred channel to initiate personal dialogues with business audiences. B2B marketers can simply turn their mobile contacts into customer connections by using a personal tone and avoid messages sent out to the customers/part with heavy sales pitch undertones.
6.Increased Lead-Generation
Mobile helps B2B marketers in transforming their inert branding campaigns into active lead-generation programs. For example, by featuring mobile short codes on print ads, mobile marketers can generate an interest in their users to subscribe to mobile content feeds, rather than merely push out messages through direct mail, print and broadcast advertising. By integrating mobile approaches in their existing campaigns, B2Bs can pull in more prospects – quickly and easily.
Conclusion
With a rise in the usage and dependency of people on mobile devices, marketing tactics and techniques dedicated to this channel are a must for any B2B marketer. Mobile marketing is that ideal channel that enables B2B marketers to grab the attention of their prospects and customers by making information available in a place which they access the most – in the palms of their hands.
