As B2B marketers, we often find ourselves playing catch-up with our counterparts in B2C, especially when it comes to adopting new channels and technologies into our marketing programs. Initially, it took us a while to accept social media as a valuable and necessary tool for connecting with prospects. Today, it seems mobile is the next frontier. We are standing warily on the sidelines, watching and waiting, getting ready for the right moment to jump in. Given the broad adoption of mobile devices by business users, one thing is clear: it’s no longer a question of if, but when.
Recently, Mary Meeker, the Kleiner Perkins internet analyst and partner, came out with her annual Internet Trends report – a smorgasbord of information and insights presented at the AllThingsD conference. The lengthy presentation (117 slides in all), brought to fore some key findings that underscore the largely untapped mobile marketing opportunity for B2B marketers. Here are a few of the most exciting reasons you can’t ignore mobile any longer.
Always within reach. Smartphone users are never very far away from their phones, reaching to their devices 150 times a day! Almost 15 percent of that time is spent consuming content through the web, search, social media, news and alerts.
The mobile mindset. Using their smartphones for social and communication activities makes people feel connected, excited, curious, interested and productive – perfectly primed to engage with your brand, especially through compelling and useful content.
Less is more. There is a major disconnect between the percentage of advertising spending and the percentage of time spent in media. While print only accounts for six percent of Americans media diet, it attracts a whopping 23 percent of all ad spending. This trend is reversed in mobile: Americans spend 12 percent of their media diet on mobile, but the channel only attracts three percent of ad spending. For B2B marketers, this means it is an optimal time for experimenting with mobile advertising.
While the time is ripe for B2B marketers to ramp up mobile efforts, it’s worth noting that mobile should be viewed as one part of a synchronized marketing program. When marketing is synchronized and built on a solid brand foundation, all touch points feed off of each other, empowering the voice of the brand to speak to every target, through every relevant discipline. Mobile is one touch point, and an increasingly important one.