New studies indicate that business-to-business (B2B) marketing using mobile devices is growing—and fast. In fact, B2B marketing professionals could be making a big mistake if they do not take advantage of this powerful new method for marketing their products and services.
According to one study, 61 percent of mobile device users watch product videos and search for product information related to their work using their mobile systems. This study also found that 57 percent of mobile device users access work-related content outside of business hours.
Just like consumers, B2B buyers access information on brands, businesses, products, and services using a variety of mobile devices. Many companies view this as an extension of online marketing; however, unlike current online B2B marketing—which is typically done using a desktop or laptop computer and most often in an office or work setting during business hours—mobile devices allow far easier access to this information at any time and in almost any location.
However, taking advantage of mobile devices for B2B marketing may require businesses to make some changes in the way they present and provide their content. For instance, large PDF documents have worked well in the past for gathering information on a product (and are even sometimes preferred because the information can usually be printed out if necessary); however, this format does not work well with many mobile devices.
Another concern that many businesses have been grappling with is the way their Web sites display on mobile devices. At one time, Web developers compared Web sites on PCs and Apple systems when evaluating their look and performance. Now they must also consider tablets, mobile phones, and e-book readers from scores of different manufacturers.
Another consideration is that mobile device users tend to want to access information very quickly. Long narratives requiring many screens, large images necessitating considerable download times, and detailed videos are typically unwelcome on mobile devices. Users want concise information that they can access quickly and easily. Businesses of all kinds are now taking action to address these issues.
Mobile B2B marketing is an under-developed but growing medium that is likely to continue to grow quickly in a very short time. This new medium will soon offer not only new marketing opportunities for B2B businesses but also open the doors to a whole new dimension of B2B marketing