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Why B2B marketers can no longer ignore mobile technology

5 Aug , 2013  

It has been predicted that by the end of this year that there will be more smart phones on the planet than people. Yet within the marketing goals of many B2B companies in particular, there is an apparent indecisiveness or a hesitancy to apply tactics that reach their customers through mobile channels. Need proof? Many marketers still do not launch mobile optimized websites or landing pages as part of their marketing strategy. They seemingly overlook mobile targeted ad units within their media plans. They do not consider the impact of mobile on SEO. They do not largely focus how their promotional emails display within mobile devices. In fact, it seems as if many marketers are downright content with waiting until ‘tomorrow’ for these tactics. Now, I don’t believe this is out of laziness nor am I so presumptive to assume they see mobile technology as a ‘passing fad.’ I am merely arguing the fact that many business professionals (including myself) rely heavily on mobile technologies to perform their day-to-day workplace functions – yet an appropriate consideration for mobile technologies is not currently being implemented in the realm of B2B. We all talk about it, but that’s largely where the conversation stops. I routinely hear a willingness to consider employing the technology but it’s sometimes followed by the words ‘next year’s budget’ or ‘once we receive critical mass.’ I have even heard the argument that mobile technology is far more useful within B2C marketing programs than B2B – as if to hypothesize individuals do not use their phones for handling their work-based responsibilities. ‘Going mobile’ does not need to be a daunting task. While there likely will be costs associated with labor in order to build a responsive website, a mobile application or implementing a mobile marketing program. There are some easier tasks you can implement right now:

  1. Check your current site within a mobile browser: Even if you truly do not have the green light to implement a mobile optimized website, at the very least you can check your current website within a mobile browser. Does content within the site at least display within your device as intended?
  2. Minimize actions on your site based on Rollover actions: Ensure that links to various pages within your website are not only accessed via rollover menus. While many rollover menus can be accessed via a “long touch”, the action is not intuitive for your users and important content is readily missed.
  3. Remove “Pop-Up Windows”: Minimize (or remove) all instances where you rely on traditional “pop-up windows” within your site. Replace them with pages or modal windows (windows that overlay on top of your current page’s content).
  4. Remove Adobe® Flash™ based content: Minimize/remove Flash based content within your site. Many mobile devices are not capable of running the application within your browser.
  5. Update your Business Listings within the search engines: Go to and ensure that your business listing is up-to-date minimally with the correct phone number and mailing address. This way you can ensure that GPS will take the individual to your location and a phone call can make it to your business/organization.
  6. Use of QR-Codes: If you are going to use QR-codes, ensure that they drive users to these mobile optimized landing pages.
  7. Mobile Email: Minimally test your email correspondence to ensure it will display correctly within all mobile devices.
  8. SMS Marketing: Consider requesting user’s mobile phone numbers within your information request forms so you can begin a SMS marketing program.

These are just a few of the steps you can do right now to ensure that mobile considerations are part of your overall business strategy.  

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