B2B MOBILE Marketing: A 10-Step Starter Guide for Integrating Mobile Into The B2B Marketing Mix. (Slideshow/PDF)
(Please note: for my full archive of B2B mobile-marketing content, please go here.)
As I’m integrating more mobile marketing in my work projects, speeches and trainings, I’m finding that the *same* mindset that has been prevalent in B2B social media marketing is also occurring in B2B mobile marketing. Which is to say, mobile marketing opportunities are, by and largely, perceived by B2B marketers as "purely a B2C marketing play".
Ah, the more times (and media!) change, the more they stay the same.
But a new year brings new opportunities and new minds to open...so, CK is back championing the B2B crusade—and this time my sights are set on B2B mobile marketing.
Why the marketing crusade? Because business professionals, which are B2Bs' target audience, not only use mobile devices to stay connected, they rely on them to stay informed and make business decisions when not located at their place of business. And phone calls are just one part, given innovations such as smartphones have morphed our mobile devices into handheld computers that also happen to ring. Plus, since business professionals must stay connected to their communications devices, many times their mobile devices equate to their "lifelines to their livelihoods." Moreover, mobile is the most personal communications channel and the closest you'll get to your business market, other than in-person meetings.
Ergo, if business professionals are always connected to their mobile phones, why wouldn't marketers want to connect their B2B brands to these devices and, vis-a-vis, connect their B2B brands to their target markets in meaningful, helpful ways? Of course they would, that's more of a rhetorical question. But the real questions from B2B marketers is WHY mobile presents a strong business case and HOW to integrate mobile into the B2B marketing mix.
In the guide I've set out to accomplish two goals: First, to highlight the B2B-centric opportunities in mobile marketing. And, second, to walk B2B marketers through the 10 key steps covering (A) WHAT they need to know (and what they need to ask/assess) to get started in mobile marketing, (B) HOW to approach mobile environments and audiences, (C) WHICH tools they can implement to add impact to their programs, as well as (D) key proof points to analyze WHEN measuring mobile ROI.
And contrary to much of the buzz on mobile metrics, Mobile ROI is not just analyzing number of SMS subscribers/application downloads/etc. Far from it. Mobile ROI, just like ROI from all other media and marketing programs, is the BIGGER-picture value it brings to your business. I cover that in the guide, too.
On that note, you'll see plenty of posts, presentations, videos, speeches and articles from me throughout 2010 on B2B mobile marketing. But worry not, you'll also see a great deal more B2B social media marketing content from me, as while we've come much further on that crusade we've still much further to go. After all, as a B2B marketing specialist, I need to mine all media—be it traditional, broadcast, interactive, social or mobile—to identify revenue-generating opportunities and new ways to engage our business markets.
Anything less would put my clients and me at a disadvantage during these ever-evolving, always-in-flux, disruptive times. More to the point, I need to keep moving—and keep crusading!—my clients, colleagues and community to do the same.
Please view the slideshow below, which is best viewed in FULL-screen format as slides are text-heavy to ensure an adequate level of explanation for B2Bs starting out in mobile marketing.
*B2B Mobile-Marketing Content* To access my full archive of mobile-marketing content, please go here.