All across the B2B industry, the use of social media and its level of effectiveness varies among marketers and salespeople. Experts continue to share opinion on the best recommended social media marketing tools, how to manage the social media and mobile realm, the best approach for success, and all the ways B2B marketers are failing at the task. Like it or not, B2B mobile marketing is an area which needs more attention than it has been receiving.
The statistics gathered by Content Marketing Institute in late 2014, speak for themselves:
- On average, B2B marketers use a variety of 13 content marketing tactics in their company’s marketing approach.
- Social media content is the top marketing tactic, coming in at 92%, among B2B marketers.
- Social ads account for just 48% of paid advertising usage by B2B companies.
- Among the most popular social media sites for B2B marketers include LinkedIn, Twitter, Facebook, and YouTube.
Social media interaction has been furthered by the advancement of smartphone and tablet applications. With the tap of a finger, businesses can be instantly connected to other businesses, to professionals in the industry, and to B2B suppliers, increasing the potential to have their greatest needs met. While great possibility exists within the mobile market, 80% of B2B marketers lack a content strategy exclusively for the mobile realm.
With millions of smartphone and tablet users across the country, professionals in the industry could be missing prime opportunities for connection and engagement. B2B mobile marketing is ever-evolving, and B2B professionals would be wise to keep up with the trends.
B2B Mobile Marketing Industry News
- In early May, BusinessVibes announced the launch of their mobile Android app specifically designed for the B2B market. This smartphone app allows B2B businesses to search more than 50 million companies across hundreds of industries, giving buyers and suppliers the ability to chat with each other and sell products on an online store.
- SRI is partnering with Samsung to bring Iris on the Move technologies to mobile products for B2B applications. This iris-based solution has been developed to be more accurate than fingerprint recognition and works to streamline security and enhance the mobile experience for users. The potential for this technology is yet to be seen, but holds great possibility for Samsung mobile users.
- Wearable mobile devices are quickly becoming popular across the country as well as in the business world, not only for decision-making purposes, but also for use of ease and transaction efficiency. PRO Unlimited has developed a 100% vendor management system app for the B2B industry and will host an official unveiling in mid-2015. As one of the first B2B apps available for the latest Apple Watch, Wand Mobile will allow users to access an app designed for quick business connections and sales opportunities.
B2B Mobile Marketing in a Connected World
So much of our lives are in our phones and tablets-calendars, bank information, navigation services, contact information, and scheduling capabilities. No matter how or when you do business, B2B marketers are most likely interacting with someone who is highly connected to a smart device of some kind. A mobile marketing strategy is a necessity, not an option. Technology is evolving at a rapid pace (remember the Palm Pilot?), and B2B marketers need to keep pace with technological advances. This means staying relevant, aware of what your buyers are looking for and how they spend time on their mobile devices.
A New Age of Technology
Gone are the days of huge, cable connected mobile phones utilized solely for calls and weighing more than a small infant. Mobile phones, smart tablets, and wearable technology is an extension of ourselves. The B2B industry is no exception. If your company does not have a mobile marketing strategy, now is the time. A time of technological advances is the perfect opportunity to connect with industry professionals and potential buyers on a new and more relevant level.
What mobile marketing strategy does your B2B business currently have in place? How are you embracing the emergence of wearable technology?