B2B Digital Marketing Agency Shares 5 Things to Consider When Implementing Mobile

Jason Ary, Senior Digital Producer at Faction Media, a full-service digitally led marketing agency in Denver, shares mobile strategies and tips for B2B marketers

1.     Mobile will become the #1 channel for Internet use in the next couple of years:  For those who think mobile is still an exploratory tactic outside of the mainstream, recent studies from Morgan Stanley and Gartner Research show mobile will become the #1 channel for Internet usage in just a few years. Professionals in the B2B space need to stay connected to their communication devices for breaking developments and time-sensitive issues and with more than 50% of Americans predicted to own a smartphone by the end of 2011, do you have a plan for this shift in consumer and B2B momentum?

2.     What are your desktop analytics and insight reports showing you?  B2B professionals utilize analytical software to decipher how long people spend on their site, what the top areas of their website are, etc.  Many times, these specialized programs can also track mobile traffic to your site.  What is your mobile analytics showing as far as smartphone and tablet traffic to your site? What type of increase are you seeing, and what is your plan to provide suitable, formatted content and tools to this crowd? Nearly 90% of ALL mobile web traffic comes from Android and Apple devices. Do you have a mobile plan focused toward the touch-screen crowd? There are many ways you can connect to your audience with mobile outreach.

3.     Mobile is the tie that binds.  How would you integrate mobile with your existing campaigns and tactics?  Mobile is not a stand-alone, island tactic or a shiny new toy.  Mobile should be the thread that flows through each and every campaign or tactic you currently have, be it digital, traditional or social.  How could your campaigns be bolstered by a mobile presence?  How could you interact with your audience when they are away from the desktop environment? Brainstorming in mobile is not about bringing shiny new ideas to the table, it’s about how you can use mobile to implement and enhance your current business initiatives and sales goals as B2B professionals. Examples:

a.     CRM – unlimited accessibility for the end-user making it a positive experience.

b.     Social - create mobile friendly polls, surveys and questionnaires on social platforms, faster communication with quick    access to company blogs, use relevant hashtags on Twitter to make it easier to find potential prospects, etc.

c.      Tradeshow traffic - incorporate geo-location activities to increase traffic, use SMS contests and alerts that create buzz around your exhibit, or special events.

4.     B2C has provided a great pathway into mobile.  Many are hesitant to invest time or resources in emerging technologies when there is not an established way to execute in the space.  Thankfully, those in the B2B world have numerous wonderful, real-world examples to utilize based off of B2C “trials and errors” throughout mobile.  Even though B2B and B2C are two very different audiences, the habits, trends and data coming from the mobile world show the two crowds utilize mobile in much the same manner.  Based on this realization, one can look at benchmark studies to figure out how end-users are embracing the technology, if it’s a preferred delivery method and if it’s timely with what you’re trying to accomplish.

5.     Is your presence mobile-optimized?  There are times when someone is away from the desktop environment and mobile is the only access to the Internet. Maybe someone is delayed at the airport, watching a speech or demonstration at a trade show, or simply waiting for an appointment.  As time goes by, we are becoming a more mobile, on-the-go population. An ITU report in late 2010 told us that 90% of the world populations has access to a mobile network and more than 5 billion people are using a mobile device. Mobile interaction with audiences, we can assume based on statistics, is increasingly a priority in the B2B space. Mobile is the way to keep connected with your audiences when they are away from the computer, even more so than traditional channels.  Accessibility and ease-of-use are additional factors to think about when implementing your mobile tactics into your marketing plan. People take their mobile device everywhere and at any time, especially business professionals. What type of façade are you building in this channel?  Less than 50% of mobile visitors will not return to your site if it is not mobile-optimized. Is it compatible with all devices? Can you afford to be missing out on all potential opportunities with lead-gen, increased sales/revenue, and boost in brand awareness?

About Faction Media

Faction Media is a full-service digitally led marketing agency creating best-in-class engagement strategies, customer insights and marketing optimization services for clients in an increasingly complex and fragmented marketplace. The agency provides communication strategies, behavioral-based account planning and audience segmentation services resulting in analytical insights that empower marketing programs for Fortune 1000 companies including some of the largest and most innovative businesses in the world.

Faction Media's Unified Marketing™ approach combines new and evolving interactive disciplines enhancing traditional marketing channels to identify, build and execute the most effective and successful brand and demand generation campaigns. A commitment to performance accountability, technology, and creative innovation has defined Faction's place as a leader in business-to-business communications and marketing.

About Jason Ary

Jason Ary (@zero7co), Senior Digital Producer at Faction Media has a successful track record with crafting, leading and executing digital and emerging media campaigns. Ary has worked with numerous Fortune 500 companies in developing and deploying large-scale online, mobile and social tactics, many which were award-winning, industry-first campaigns.

The largest area of knowledge and experience for Jason lies within mobile.  Since working at Sprint’s World Headquarters in 2007, Jason has focused largely on mobile due to its potential and growth.  Jason was the strategic and marketing lead for the first consumer mobile application in pharmaceutical history, as well as dozens of other mobile applications, websites and campaigns.  His mobile products have generated hundreds-of-thousands of downloads, received Webby recognition and have earned him close friendships with many leaders in the mobile space today. Jason co-launched the Mobile Media Club in Kansas City and for Denver residents; Ary is currently organizing Mile High Mobile Media Club. He’s also an active speaker and educator on mobile marketing and its technologies.

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