Today, more than half of those making business-to-business purchasing decisions are using their smartphones to gather the information they need to understand which products and services they should choose. As time passes, that number is only growing, which means B2B mobile marketing is increasingly becoming an essential part of any B2B marketing campaign.
As we all know, business professionals today are constantly on the go, and so they rely on mobile devices to get things done whenever they're able, whether that means between meetings or while on the road. What’s more, mobile technology today is incredibly flexible, making it an ideal and efficient way to deliver short, engaging marketing videos, for instance – or even to allow for big data and CRM integration. Furthermore, because research today is often performed across multiple devices, mobile presentation that includes front-and-center contact forms – as well as easy access to email and other basics – is incredibly convenient and effective for the kind of communication that B2B relationship-building requires.
In addition, mobile...Read more
While consumer demand for mobile apps is great, today's consumer is less and less likely to be willing to pay for them, so marketers are left with two marketing paths for mobile advertising. On the one hand, they could build and develop their own standalone app; the other option they have is to work within apps that people already have, strategically placing their mobile advertising there.
The first concern when talking about developing your own standalone app is the cost. While it is true that the expense, in total, of developing an app will depend on the type you are considering, a mobile app is generally expensive to build from the ground up, given that the process includes everything from coming up with the idea to layout and planning, to design, to making the app go live. In other words, there are many costs – associated with not only development but also design and IT architecture; one must also consider the percent of every sale that Apple or any other vendor would keep.
Alternatively, while it is possible to buy source code for less (cutting...Read more
Mobile app development is currently dominated by Android and Apple, who have roughly an equal share of more than two-thirds of the market. But as the range of mobile devices on offer increases, HTML5 apps that work on all devices are becoming more appealing, both to users and developers. Apple’s native apps are still out in front in terms of quality – but the gap is closing, as HTML5 apps constantly improve their user-friendliness and availability. So what’s the difference between native apps, like those offered by Apple and Android, and web apps? And how can HTML5 mobile app development help you improve your mobile marketing strategies?
Right now, the Apple App Store contains nearly three quarters of a million iPhone and iPad apps, all of which have to be completely re-coded to work on another device. Web apps are built using standard coding such as HTML5, which allows them to run on virtually any platform that uses a standards-compliant browser. They will work on iPhones, iPads, Androids, Kindles, Windows – and, importantly for start-ups, any new platform that may be launched in the future.
Not only...Read more
Mobile surveys serve mobile customers – and that audience is doubling year on year, which means SMS marketing teams need to get wise to the potential of the SMS survey or risk losing their edge.
The good news is
, mobile customers often have more idle time than their desktop counterparts. Whether they’re waiting in line to buy something, or sitting on a bus or train, smartphone users
The SMS survey takes this idea further still, acting as an indirect form of advertising that also performs the function of market research. When a consumer feels engaged with the process, they are more likely to spend money. It really works. But how do you go about conducting a mobile survey? And how can it feed into the other strands of your marketing strategy?
Personalized mobile marketing strategies are set to become the preferred method of targeting increasingly niche audiences. According to a recent survey published by Econsultancy, personalized desktop campaigns are being run by 43% of companies. Only 13% are using the same for mobile devices – but industry analysts expect all that to change over the coming year. Around 54% of companies who responded to the Econsultancy survey announced their intention to adopt personalized campaigns across both desktop and mobile over the next twelve months.
Even among those companies who are slow on the uptake, there is a general awareness of the potential of mobile marketing personalization as a way of boosting revenues and retention rates. Already, mobile drives 20% of all online sales. In 2012, e-commerce conducted via mobile was worth $139 billion. By 2015, that figure is expected to exceed $400 billion.
Desktop campaigns have proven that creating personalized, targeted campaigns gets results. Mobile marketing advertising has much to learn from desktop, but it must also adopt strategies that apply only to smartphones and tablets. Understanding what some of these strategies are will help you create a...Read more
With 2014 well underway, it’s time get creative and put some weight behind your brand. Here are a few important mobile marketing tips to keep in mind when developing your sales strategy this year:
With a growing mobile economy reaching more than 90% of American adults, companies will find it crucial to integrate mobile advertising solutions into their overall advertising strategy. Brands that have already intelligently implemented mobile marketing strategies must start thinking of the appropriate mobile advertising channels to bulk up. Tracking the success of various mobile advertising services and understanding where the greatest ROIs are seen will help companies determine a proper increase in mobile ad spending for the holidays. With the projected increase in sales revenues during November and December, there’s no doubt that increasing ad spend as well as developing creative mobile marketing ideas to draw traffic will prove worthwhile and ultimately profitable.
In utilizing mobile phone advertising during the holidays, companies will find it fruitful to launch SMS marketing...Read more
Effective mobile marketing strategies require forward planning. A large part of the planning process is conducting a comprehensive market research campaign that will furnish your advertising department with raw data. Lots of it. Statistics and figures are grist to the marketing mill. They can help you target specific demographics with the right message, and avoid wasting time and money on revenue dead ends.
Research is particularly vital for mobile user behavior, as opposed to traditional broadcast channels which still use a one-size-fits all approach. Because mobile marketing advertising needs to be precision-engineered for personal preferences, research must also be personalized and relevant.
One notable case study, presented recently at the Market Research in the Mobile World (MRMW) conference, concerns Heineken’s forays into the emerging African beer market. The brand has been courting consumers on the continent for a hundred years, and has recently added mobile marketing to its overall strategy. Heineken gathered figures on top-volume beer retailers and made price comparisons with competitors. They used maps to plot the densities of product coverage in different...Read more
It’s reckoned there are some 500 million smartphone users in China. As with the rest of the developed world, smartphones have fundamentally altered the way Chinese consumers make purchasing decisions. The world of commerce has responded by adopting mobile marketing strategies[BC1] akin to those being used in the US and Europe. But will the same tactics be just as effective in China as they are in the West? Or do mobile marketing campaigns need to be adjusted?
To better understand the differences between Chinese and international mobile markets, let’s first take a look at the similarities. Most smartphone users in China access the web using a mobile device, irrespective of whether they are located in the city or in rural areas. SMS is proving just as popular as it is everywhere else, with 71% of businesses primarily using texts for mobile marketing.
But not everyone is on board. According to recent Experian research that looked at 321 businesses across a wide range of industries, only 36% of...Read more
During the web’s infancy and teen years, marketers had two main routes to an audience--gaudy pop-up ads that haunted Web 1.0, and the other was blanket emails sent to every permutation of every name at every conceivable email address--proving email marketing needs the mobile market.
Mobile marketing advertising has changed the game significantly, ushering in a new era of permission-based engagement whereby users have to opt-in to a contact list before they can receive marketing material. Mobile has sounded the death knell for unsolicited emails – but it doesn’t mean the end for email marketing altogether.
In fact, email is now an essential element of any and the reason is simple: smartphones. Before smartphones began to replace basic cell phones, mobile marketing was restricted to SMS. Now, 48% of emails are read on mobile devices, and 30% of consumers read their mail exclusively on their smartphones.
Not only has mobile email access superseded desktop as the go-to method, more people use their phones for reading email than making calls. With 79% of users primarily looking at their smartphones for emails, it’s the most popular activity on mobile...Read more
The growth of content marketing is hard to ignore, but marketers and business owners must consider to whom exactly they are marketing so tips for mobile content marketing are essential. Just as importantly, marketers need to consider how consumers are viewing the content. This is especially important with regards to mobile content marketing strategies, as mobile devices offer a distinct platform for navigation when compared with traditional desktop browsing. A recent study by Nielsen and Google revealed that 77% of mobile searches are actually performed at home or at the office, where PC’s were also likely available. People are obviously trending toward using their mobile devices to search; however, another study also revealed that mobile web site visitors display a 9.56% higher bounce rate than desktop visitors.
These contradicting figures suggest that while there are some fantastic opportunities for mobile marketing strategies, marketers must focus on developing mobile marketing campaigns that offer content to keep consumers engaged for longer. According to ContentMarketingInstitute.com, “3 percent of B2B marketers who create content (as indicated by CMI’s most recent research) should mobile-optimize their content marketing strategy in order to extend the time visitors spend engaging with their...Read more