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Is Mobile Marketing Valuable For B2B?
If you’re interested in increasing your revenue, then you should consider using mobile marketing. This type of marketing allows you to lower costs, increase engagement, and improve your user experience. This guide will provide you with the best practices to achieve your online marketing goals. If you want to get the most out of this form of marketing, you need to understand what you’re getting yourself into. Once you understand what you’re getting into, you’ll be able to maximize your ROI.
Mobile marketing can accelerate revenue
Despite its importance, B2B firms have been slow to embrace mobile marketing. However, it is now a growing trend. Those that have adopted mobile marketing strategies report higher engagement and more positive experiences with the products and services they sell. These tactics are credited with reducing the average B2B purchase cycle by 20% and facilitating faster decision-making. In fact, mobile push notifications are highly effective, with more than 70 percent of consumers finding them useful, and repurchase rates being 50 percent higher than email.
While mobile is still a small percentage of all B2B purchases, it is growing steadily. According to Forrester Research, mobile B2B purchases will represent more than 12% of all revenue by 2020. Mobile technology is enabling brands to reach potential customers in their spare time, outside of normal business hours, and from a wider geographic area. B2B customers also expect the same frictionless mobile experience as consumers, which means that businesses must ensure their mobile marketing efforts deliver this.
A good mobile experience is important for strategic KPIs. A recent study by Google and BCG found that a good mobile experience can increase repurchase rates by 20 percent. It also builds customer loyalty. Studies have shown that B2B buyers who experience a positive mobile experience are more likely to buy from the same vendor again. Those numbers are significant. And, if your B2B customers are happy with their mobile experience, your sales will follow.
In fact, 87 percent of smartphone users prefer companies that have a mobile-optimized website or app. Mobile users are twice as likely to purchase a product or service if it’s designed with them in mind. In fact, 91 percent of smartphone users make their first purchase from a brand if it offers a great mobile experience. In contrast, 46 percent of smartphone users would never buy from a brand after experiencing a bad experience on their mobile.
It reduces costs
As more people use their mobile devices for browsing the internet, B2B companies need to take advantage of this trend by updating their online listings to include more accurate information. While B2B companies likely won’t include the same information that a consumer-facing company would, they still have a wide audience that they need to reach. Here are some tips to help you get started on your mobile marketing campaign.
First, mobile marketers should make sure that their emails are correct. Companies should use an email verification system to make sure that their campaign reaches key decision makers. Another way to make sure that your messages are delivered to the correct recipients is by setting up a mobile-friendly email address. This will help you avoid sending irrelevant messages to your target audience. In addition, this will help you reduce costs and increase your return on investment.
Second, if your mobile marketing efforts include video content, make sure that your videos are short and sweet. Video content on mobile requires data, and many people don’t have unlimited data plans. Your prospect isn’t going to be happy with this addition to their monthly bill. Last, mobile is an instant medium, which means people have very short attention spans. A poor first impression isn’t going to help your marketing efforts.
Third, mobile apps can be a cost-effective solution. Companies can build a tablet-based version of their brochures, videos, and presentations. Developers consider user experience and emotional connection, as well as sensory engagement. And, finally, B2B apps must provide valuable information to users. A good app will increase sales and marketing effectiveness. So, if you’re planning on using mobile apps to reach your target audience, consider the costs of developing apps.
It keeps prospects engaged
Using the power of mobile can be very effective when used in tandem with email. Email is not always a viable marketing channel because sales conversations are often one-on-one. But it can be effective if your sales team is well-versed in the subject matter and knows what appeals to different demographics. Whether it’s email or phone calls, mobile can be an effective tool that keeps prospects engaged.
With the power of real-time messaging, mobile can play a crucial role in a multi-channel communication strategy. Email promotions, for example, are often lost in the inbox and forgotten about by prospects. By using mobile marketing, you can showcase relevant product promotions and limited-time offers. In-store customers can also opt-in to receive mobile marketing messages. They can opt-in by scanning a QR code or texting a specific number.
It improves the user experience
According to a recent eMarketer report, more than 80 percent of B2B buyers use mobile devices in the course of their daily work. Sixty percent of them say mobile played a major role in a recent purchase. These trends indicate that the mobile user experience is becoming more important than ever for B2B companies. To meet the expectations of mobile buyers, companies must deliver a positive experience across all touch points, including their websites, mobile apps, and ads.
Leading mobile marketers take a different approach to mobile. They invest significant resources in understanding their customers’ buying behaviors and the role of mobile in their overall buying process. They consider the roles of buying team members and what content will engage them in the most effective way. Mobile is now an equal channel to traditional B2B marketing efforts, and early movers are well ahead of their competitors. For B2B brands looking to succeed in the mobile space, these marketers are the way to go.
B2B buyers are increasingly using their smartphones to search the web and conduct business-related activities. Moreover, this trend is expected to increase rapidly, reaching over 70 percent by 2020. This is a staggering amount of time spent on mobile devices! Furthermore, the number of B2B buyers who perform research on their mobile devices is increasing every year. Forrester Research reports that almost half of B2B buyers use mobile devices to conduct their searches. In fact, half of all B2B purchases are influenced by internet research, and the percentage is expected to rise to 70% by 2020.
In addition to enhancing customer engagement, mobile marketing has a number of other benefits for B2B companies. It can help companies target local users, which is a huge advantage. It also helps to expand the reach of a company into new markets, which means new customers and higher profits for the business. B2B businesses can leverage mobile to keep their brands current while staying within budget. For more information, check out the benefits of mobile marketing for B2B businesses.
It helps build brand loyalty
Increasing consumer engagement through mobile marketing can have a positive impact on brand loyalty. Mobile messaging allows marketers to tailor advertisements and content based on the preferences of individual consumers. For example, an app offering movie streaming services can send push notifications to users. These notifications help to increase engagement and build brand loyalty among customers. Localytics has found that 79% of consumers prefer to purchase products from brands that offer loyalty programs. But it can be difficult to maintain customer loyalty and retain existing customers. Mobile marketing helps to overcome this challenge.
Brands can offer coupons and discounts via SMS. One such example is collecting customer birthdays and sending them special coupons on their birthday. This is a personal touch that builds brand loyalty. Moreover, SMS also helps in driving sales, increasing demand, and improving customer experience. Brands can meet multiple needs at the same time with mobile marketing. For example, an app may offer a 10% discount for repeat customers to encourage them to sign up for a loyalty program.
Mobile devices have revolutionised consumer engagement with brands. With the use of mobile devices, customers can communicate with brands anytime and anywhere. According to EPiServer, a leading mobile marketing agency, nearly half of retail and manufacturing firms already use a mobile strategy and a further 75 percent anticipate doing so within the next year. And 60 percent of merchants are doing business exclusively online. Therefore, these strategies are essential for brands who wish to attract and retain new customers.
In order to achieve a successful loyalty program, brands must utilize first-party digital data. This data can help marketers create seamless customer experiences. Customers consider every interaction with a brand as a relationship, so they expect a brand to know them well. To make sure their campaigns are personal and relevant, brands must have a full picture of their customer behavior. With this information, marketers can tailor offers and make sure that they are reaching their target audiences.