Mobile marketing has the potential to fundamentally change how B2B communications is conducted, allowing decision makers a deeper and more personal brand engagement at a time and place to suit them.
This Mobile Marketing Best Practice Guide examines how B2B brands can use the many forms of mobile marketing (from SMS to apps) to maximise opportunities for customer engagement and presents practical advice and guidance on their implementation.
Overview:
Whether you’re the CEO of a global corporation or a one-man band operating a business on a shoestring budget, you’ll regard your mobile device as a critical tool. Mobile marketing has become such a broad and sophisticated channel that many pioneering brands are now reaping the benefits from mobile CRM, apps and much more. While the explosion in usage of smart phones is making mobile a richer media landscape, it presents challenges for marketers wishing to effectively reach their target audience through the mobile channel.
This is as much to do with damage limitation, then it is about winning new business – as a prospect or customer having a bad experience on your site, when using their mobile, will damage your business reputation. It is therefore critical that marketers and business managers become familiar with how it is best used to communicate with their customers and prospects.
Mobile apps also offer users the ability to interact with brands in a highly focused and convenient way andthe potential of hugely popular tablet devices for even more intuitive interaction is only starting to be understood and will no doubt evolve rapidly with the technology. Yet at the same time, SMS remains a powerful tool for business brands in the right context, and is still the number one communications tool and the reason why smartphones became popular in the first place.
This guide will explore all the breadth of mobile marketing options available to B2B brands, and help marketers understand the issues inherent in their implementation and matching of the most appropriate ‘flavour’ of mobile marketing to their needs of their specific business audience.
This guide will help you:
- Understand the implications of mobile marketing – get a grounding in how the different mobile techniques work.
- Develop a mobile marketing strategy – set objectives & plan resources.
- Optimise your communications for mobile – ensure both push and pull marketing is mobile-friendly.
- Engage business decision makers at a time to suit them – offer customers and prospects access to key product and service information when and where they want it.
- Prepare for the future of mobile marketing – get ready for the evolution of new formats and emergence of new opportunities.
This guide covers:
- Planning and strategy – advice on how to develop your content strategy.
- Mobile email – ensuring your messages are optimised to be read and received via smartphones.
- SMS text messaging – how and when to use this most basic of mobile delivery platforms.
- Mobile apps – creating apps for your audience.
- Social media – allowing social engagement on the move.
- Mobile CRM – leveraging opportunity for sales force engagement via mobile devices.
Section 1 – Introduction to mobile marketing
1.1 People, not devices, are mobile
1.2 The pace and volume of work have accelerated and increased
1.3 Attention span has been reconfigured
1.4 Classic characteristics of the at-work state of mind
1.5 We must have ideas that ignite
1.6 Ideate, don’t execute
1.7 Give back, don’t take
1.8 Join the flow, don’t stop it
Section 2 – Developing a mobile strategy
2.1 Where Google leads
2.2 B2B opportunities
2.3 Understanding the medium
2.4 Mobile’s differentiators
2.5 The ‘value’ imperative
2.6 Gaining experience, getting it right
2.7 Playing to mobile’s strengths
2.8 Hassle-free usability
2.9 Future-proofing
2.10 Innovation
2.11 Beyond marketing
2.12 Internal communications
2.13 Bubble or bust?
Section 3 – Defining a strategic approach to mobile email
3.1 Background
3.2 Portability: The new marketing approach
3.3 Three signs you need to be paying attention to mobile email
3.4 No standards
3.5 Four steps to develop your approach to mobile email
Section 4 – Text messaging
4.1 Introduction
4.2 The case for SMS
4.3 Introducing SMS to your customer base
4.4 Practical applications of SMS marketing
4.5 The 100 per cent measurable medium.
4.6 Message design, construction and broadcast
4.7 Summary
Section 5 – Mobile websites
5.1 Introduction
5.2 Creating a mobile website strategy
5.3 Planning your mobile site
5.4 Finding your mobile site
5.5 Marketing your mobile site
Section 6 – Mobile apps
6.1 Introduction
6.2 What apps are there for the enterprise?
6.3 Promotion and launch
6.4 Security
6.5 Web app or native app?
6.6 The development process
6.7 Conclusion
Section 7 – Mobile social media
7.1 Introduction
7.2 Seven lessons in social mobile
7.3 How will you know if it worked?
7.4 Five things you should begin doing right now
7.5 A glimpse at the future
Section 8 – Mobile CRM
8.1 Introduction
8.2 The role of mobile devices in CRM
8.3 Integration between mobile devices and CRM platforms
8.4 Social CRM for sales and marketing
8.5 So how do you go about making it all work?
8.6 What do you want to achieve?
8.7 Mobile CRM in action
8.8 Get buy-in
8.9 Remember – installing mobile CRM software is only part of the overall project
8.10 Pay-off with a competitive edge
Section 9 – The future of mobile marketing
9.1 The future
9.2 Your customers are mobile, are you?
9.3 Learning from the past
9.4 Gaining valuable insight
9.5 Help, location, continuity and notification
9.6 Map each customer’s journey
9.7 What does the new mobile world mean for privacy?
9.8 Summary
This guide is suitable for:
- Marketing directors
- Heads of marketing
- Marketing managers
- Marketing executives
- Heads of social media
- Anyone involved in the process of defining – or re-defining social media strategies
