Mobile Marketing Is A Strategy Not A Tactic

Michael Brenner on Jun 21, 2011 in Mobile

Mobile Marketing StrategyWhat 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 has been far too long since I wrote about How To Get Started In Mobile Marketing and asked Are You Ready for Mobile Marketing in 2011? 

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:

  1. Customize all your content to multiple devices. Think about web, email and stationary versus mobile content needs.
  2. Identify how B2B Mobile Marketing programs can make our customers’ lives easier, better and faster.
  3. Give customers what they want, when they want. Get creative with new ways, new tools and new content.
  4. Re-think thought leadership and create mobile versions for all content and mobile-specific content programs to drive positive and unique interactions.
  5. 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?

Image Source

Please follow along on Twitter, LinkedIn, Facebook or Subscribe to the B2B Marketing Insider Blog.

Michael Brenner
Michael Brenner
Michael Brenner is a globally-recognized keynote speaker, author of The Content Formula and the CEO of Marketing Insider Group. He has worked in leadership positions in sales and marketing for global brands like SAP and Nielsen, as well as for thriving startups. Today, Michael shares his passion on leadership and marketing strategies that deliver customer value and business impact. He is recognized by the Huffington Post as a Top Business Keynote Speaker and a top CMO influencer by Forbes. Please follow him on LinkedIn, Twitter, or Facebook and Subscribe here for regular updates.
Showing 11 comments
  • Great post. We’ve been shouting from the rooftops about B2B mobile for two years and still haven’t managed to get a proper project off the ground.

    To be honest, really strong B2B mobile ideas are rarer than we’d expected. All the more reason to try harder…

    • Michael Brenner

      Thanks Doug. I’m helping you get the word out! It’s coming and it’s coming fast…

  • Jon Buscall

    This is a really important post and one that asks serious questions for digital marketing firms and end customers.

    The trouble is, even in Sweden where we’re incredibly “mobile” with one of the highest % of smart phone users in the world”, it’s hard to convince businesses. Especially small to medium operations. Major corporations are there but I’m yet to see small businesses seize the chance for a land grab.

    How do we get the message out when many are still struggling to even use their websites let alone social media effectively.

    • Michael Brenner


      Thanks for the kind words and encouragement! And that is exactly why I wrote the post. Hopin to spread the word. My guess is that this will become the cost of doing business in 3 years or less. Then small businesses will have to define their approach in order to survive.

      Interested in what others think!?

      Best, Michael

  • Edgar Diaz

    Numbers are hitting on our head now…i work for a mobile company and we don’t have a mobile site!! agh!! (not much mobile internet penetration here -yet-) but i totally agree with you, this not a matter of something about to come…this is already happening and we better jump on the bus!

    • Michael Brenner

      Hi Edgar, sounds like you are already working on it. He fully some of these facts can help support the business case.

  • DeAnna Christensen

    Hi Michael,

    I really enjoyed your blog. Do you ever accept guest bloggers? I’d love to chat further if you’re interested!

  • Kris K.

    Awesome post! It’s a good start to develop your mobile version of your site first. Maybe an article on how to create a mobile marketing site? Thanks!

pingbacks / trackbacks
  • […] Mobile As Michael Brenner said, Mobile Marketing is a Strategy, Not a Tactic. Make mobile the assumption, not the add-on throughout your planning. Value the mobile experience […]

  • The Search vol 4: Top Online Marketing Articles for the Week

    […] B2B Marketing Insider: Mobile Marketing Is A Strategy Not A Tactic […]