Mobile has penetrated all spheres of our lives. With almost all business verticals embracing mobile to garner customer attention and generate more revenue, the world of B2B marketing is no different. From personal marketing and traditional paper-based ads, the techniques of B2B marketing has greatly evolved to change its fundamentals. The old-school marketing methods have now been replaced by what we surprisingly call Mobile Marketing. But how? Let’s comprehend it through a brief B2B marketing history.
Several decades ago, business-to-business marketing was direct and personal. People acquired customers by selling their products locally because going global was synonymous to dream in those days. Then came the concept of mass marketing communication that allowed businesses to target a wider customer base bypassing the market segmentation approach.
With the ever-growing use of mobile and mobile applications, B2B marketers have come to realize the significant risks of not employing a mobile app for their marketing strategy. As per IAB’s report on Always On: A Global Perspective of Mobile Consumer Experience, 63 percent of global Smartphone users use their mobile device at least every 30 minutes. This poses a great opportunity for B2B marketers to understand what platforms the users are leveraging and strategically plan to distribute their content to those platforms.
When it comes customer engagement, B2B marketers still rely on the traditional methods instead of delivering mobile-optimized experiences across all customer touch points including mobile apps, website, email, landing pages, and social media. A Google study on What Users Want Most From Mobile Sites Today reveals that:
A stellar user experience is essential for driving customer engagement, leads, and sales. By implementing B2B mobile marketing strategy, businesses can send out promotional texts, coupons or seasonal discounts tailored to user preferences. A mobile app can help you aggregate data on users’ preferences, behavior, and past events. This data can be utilized to optimize marketing campaigns and increases customer sentiments, loyalty, and engagement.
In addition, you can also use push notification to interact with users in real time. It is a proven marketing technique to improve user engagement, experience, and sales. You can send out customized app notifications for ongoing promotions/discounts to quickly capture user attention and entice them to buy your products/services through mobile.
Every business uses a customer relationship management (CRM) system to record and manage customer accounts and complex projects. The modern-age CRM systems have also embraced mobile to bridge the communication gap among different customer-facing teams, solve the customer issues immediately, and offer technical support for customer-specific activities.
With a mobile-based CRM tool, you can access your data from anywhere, anytime. This, in turn, helps to improve your response time and allow sales teams to stay connected to serve customers better.
Micro-interactions are subtle, interactive animations that help a marketer encourage use The idea of Skeuomorphism is to simulate real-life objects with the same interaction with their app. Using short text messages or icons to interact with users can actually lead them to browse your app, or like, share and engage with your brand on social media channels. Users can also create shortcuts for the most frequently accessed part of your app, eventually inducing loyalty over time.