B2B marketers are only just beginning to get their heads around what mobile marketing is and how it can be used in B2B marketing. In short, mobile marketing is the delivery of messages and interaction with your audience on mobile devices, whether that’s through SMS, MMS, smartphone apps, gaming/gamification or ring tones.
As a result, there are many different ways to implement a mobile marketing strategy so the base principles of marketing still apply…
- Is my audience there and will they engage through this channel?
- What is the objective of the campaign?
- How will success be measured?
- What’s the most effective mobile marketing technique?
Marketing through mobile devices require highly creative ontent that is timely and relevant. Encourage interaction using incentives or locations, develop apps that deliver value to the end user – don’t just create apps for apps sake! Check that your website is mobile friendly!
Above all, make sure the approach is integrated with your other channels.
I believe B2B technology companies should begin to exploit the unique nature of the mobile marketing channel before it is saturated, but there are lessons to be learnt along the way.