According to Sirius Decisions, the role mobile marketing plays in B-to-B is more impactful than many marketersmay think. In a recent article, it cited the following reasoning for why mobile matters:
- B-to-b organizations that are slow in adopting mobile marketing are missing a major opportunity to improve campaign effectiveness.
- As response rates for traditional tactics continue to diminish, mobile marketing provides an additional delivery mechanism to reach buyers.
- To maximize effectiveness, mobile tactics must be included in campaign planning as part of an integrated multichannel tactic mix.
The reality is that if you aren’t thinking about your mobile strategy – you need to be. I can honestly say that if I’m on the go, my smartphone is my computer. I read and respond to email, research different buy decisions, and engage using it at least three hours a day. Yet, I’ve received email campaigns that weren’t optimized for mobile, and led to an even worse landing experience.
Relating instantly and ultimately driving conversion requires solid content. But it also requires an understanding of how that content is consumed.
If you don’t know where to begin, take a few tips from us and join us for our Why Mobile Matters webinar hosted by our very own EVP, Anna Talerico. She will share keen insights on best practices and success stories.