According to Forrester Research, the B2B Mobile Marketing spending will reach over the next 5 years, rising from $26 million in 2009 to $106 million in 2014. The rising trend of smartphones adoption both at workplace and for personal use has lead a new opportunity in the field of mobile marketing. Social Media such as Facebook and MySpace has laid a new platform for mobile users to get connected apart from that Mobile Marketing can also be as much about creating deeper relationships with existing customers. Marketers such as FedEx have accomplished the same task by building mobile applications that allow business to track shipments on the go (Source: Mobile Marketer).
In addition to customer engagement and education, Mobile can also be a useful channel for a company’s sales force. A Mobile Application is an easy way to put a product demo into the hands of a salesperson. Apart from that it is also an useful tool to reach potential customers and generating sales leads. Though there are no of advertising mode it is believed that display advertising will grow at a faster rate than any other established interactive category such as including Paid Search, Search Engine Optimization and email. It will continue to remain as a versatile medium, valuable for both Branding and Lead Generation.
According to B2B marketers the richer display formats will make it easier to inform and educate customers about complex products in better way. The accurate targeting technology of Mobile is creating better ROI on Lead Generation campaigns. Many of them feel that B2B marketers are traditional in nature, so they are not going to make use of digital channels such as Mobile and Social Network, but hope it will not be the case as studies shows that they are one of the best way to remain engage with the customers and so more and more marketers are seen trying to exploit the Market. For B2B marketers, it’s not about launching the coolest app, it’s about creating value and utility for the sales forces and the customers.
Tags: B2B marketers, B2B Marketing, leads, Mobile Marketing, Social Network