Mobile B2B marketing: requirements and ideas

Collaboration – November 13, 2012


While traditional computer sales have been drastically falling for several years, the year 2013 should confirm the tablet and smartphone sales boom. More specifically and on an international scale, these sales are anticipated at 1.2 billion units in 2013 compared to about 800 million during the current year.1 These figures are staggering (buy shares!) and remind us of how strongly the mobile is anchored in our daily lives.

These major changes also concern B2B marketing, which is emphasized by a computer graphic created by PanVista Mobile.2 The main figures below:

  • “65% of execs are comfortable making a business purchase from a mobile device”
  • “And more than 59% of B2B purchase decision makers and influencers use their smartphones to gather information when purchasing products or services”

So it’s clear that tomorrow, more than yesterday, is crucial for companies in the B2B sector looking to take advantage of these new platforms in order to generate choice leads. But what does this mean in more concrete terms?

Targeting geographic proximity

With mobiles, the majority of requests on search engines concern localisation and making contact. For example, Google Places allow you to post the address, contact information and profile of your enterprise, and even the opinions of your clients. Do the same with FourSquare which, in addition to being a localizing service, promotes interaction and communication via social networks. It’s obvious: be findable and you’ll be, eventually, found!

Also, consider advertising on mobile applications or banners targeting mobile users on search engines. Today, the platforms that offer advertising space on the web actually facilitate contact between companies and mobile users.

At any rate, be creative in the way you contact your leads, and always respect the mobile ground rules: simplicity, ergonomics, user-friendliness and compatibility (with different operating systems). A challenge for sure!

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