Mobile Marketing Is A Strategy Not A Tactic
What has more users than all the TVs, PCs and landlines in the whole world combined?
What is a bigger channel than the 1.7 billion people surfing the internet worldwide?
Yup. The answer is Mobile.
Our world now includes 5 Billion mobile subscriptions! That is nearly half of the entire planet.
And it is causing a revolution in business, in media and in the politics and policies that shape our existence.
The world has changed. And so must our marketing.
Last week I attended the Marketing Profs B2B Marketing Forum where I saw an amazing presentation from my new friend Christina “CK” Kerley (@CKsays). In the speech, she gave us a call to action and I promised myself and CK that I would get started right away.
It’s been over a year since I wrote 10 Reasons Why Mobile is Hot! and gave you 6 Steps to Prepare for the Mobile Revolution.
So it is time to give Mobile it’s due. It’s time to get started on your mobile action plan.
Today, our customers are increasingly reading their emails on a mobile device. If we are not offering a mobile-friendly version, we need to think about what that experience is like for them.
And our customers are doing more social and web surfing on their devices. We need to think about what happens when they land on our web pages. Are they getting the content they want, when they want it?
According to this latest research from MarketingSherpa (above), the largest increase in online media consumption in the past year is happening with mobile apps, followed by online TV/media viewing and watching videos. The media consumption of our customers is shifting rapidly toward mobile devices and towards consuming entertainment on smart phones.
And as the chart above shows, the growth of mobile devices is happening in social networking but notice that there is also 25% growth or more in the categories of work and personal email, news and search.
Mobile is important. It is quickly becoming the most important channel for how our customers get their news, update their status, check their email and surf the web.
Still not convinced? CK’s presentation from the B2B Marketing Forum utilized these additional statistics:
- The Apple iPad reach $5 Billion in sales in just 3 quarters
- The Year over Year growth rate for tablet computers in 2011 is 200%
- 5 Billion apps were downloaded from iTunes in 2010
- IBM predicts that mobile apps will surpass traditional apps by 2015
- 72% of the U.S. workforce uses a mobile device and 82% of executives use a smart phone
- 50% of executives said they prefer to make a purchase via a mobile device over traditional web or phone
- And according to Morgan Stanley and Gartner, mobile will become our primary internet screen by 2015
There were plenty more facts and figures in CK’s presentation. So I invite you to download her guide to The Mobile Revolution in B2B or watch the content in a video clip.
The bottom line, said CK is that we are “always-on, always connected and always working. We simultaneously live and work in 2 worlds at all times. We expect more control. We expect media we can manipulate. We’re impatient. And we’re demanding.”
So she gave us 5 mobile imperatives to get started:
- Customize all your content to multiple devices. Think about web, email and stationary versus mobile content needs.
- Identify how B2B Mobile Marketing programs can make our customers’ lives easier, better and faster.
- Give customers what they want, when they want. Get creative with new ways, new tools and new content.
- Re-think thought leadership and create mobile versions for all content and mobile-specific content programs to drive positive and unique interactions.
- Extend your brand’s core business value through the use of strategic approaches to our mobile audience to drive revenue and profits for the business.
The bottom line comes from the imperatives to chart a new course in your Marketing: make your content mobile-friendly and integrate new mobile tools into existing programs to increase ROI.
CK concluded her presentation by saying that Mobile is a business strategy not a tactic and I couldn’t agree more. I still feel the need to say that exact same thing about social!
In fact, social and mobile complement each other. In many ways they are two sides of the same coin…a coin that is changing the world and changing the way we market.
I hope this was a helpful recap of truly one of the best sessions at last week’s event. Now tell me what you think. Do you have a mobile strategy?
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