International Data Corp.’s 2013 Tech Marketing Benchmark Study shows that B2B companies this year allocated only 1.7% of their marketing budgets for mobile ads, 1.4% for mobile web and apps, and 0.7% for SMS text messaging. However, many B2B prospects – those people you aim to serve—prefer to read and engage via mobile devices (mostly smartphones and tablets). This is why you need to devote time and resources to mobile marketing.
Don’t fret if you have not been active in mobile marketing, because chances are your competitors have likewise been inactive. So there is still plenty of opportunity. Follow these rules to make sure your B2B mobile marketing efforts are rewarded:
- Design your emails to be mobile-friendly. Industry estimates for the number of emails that are read via mobile devices range from 25-35 percent. Litmus.com covers this statistic carefully and their data shows that 43 percent of email is opened on phones or tablets. To be readable on small devices, your email should generally be designed at under 600 pixels wide, with graphics that will render properly on a small screen.
- Keep your messages brief. Few prospects will sift through pages upon pages of text to find what they are looking for. As noted marketing expert, Chris Brogan, stated: “If you don’t pay attention to what someone would want from you when they’re on a mobile device versus what they want from you when they’re on their desktop, you’re missing a huge opportunity.”
- Make the offer singular and simple. Multiple calls to action (CTA) do not work in mobile marketing.
- Use mobile-specific landing pages. Marketers and many graphic designers love to create intricate landing pages with lots of text and multiple graphic images. This practice may work fine for computer desktop viewers, but not for mobile viewers.
- Test before you launch your promotions. It is extremely important that for mobile presentation, you check how the website or landing page renders on every major type of device, including smartphones and tablets. For email, check both HTML and text-only versions.
- Utilize mobile marketing at industry conferences and trade shows. Provide attendees and visitors to your booth with real-time offers and show-related content.
- Incorporate QR codes into your mobile strategy. QR codes are two-dimensional barcodes that allow prospects who scan them to access a web page that contains information like product data, offers, video or audio clips, coupons, and connections to social media platforms.
By the way, there is a common misconception that Apple owns the tablet market, but according to the latest statistics from CIO Magazine, Android’s market share this year is 60.7% vs. 33.1% for iOS. Windows is expected to grow this year to 5.7% from 3.2%. You can read full details in this article.
Best of success in your B2B mobile marketing efforts.