CES is the annual showcase of what’s hot in the rapidly changing world of electronics. So what was hot this year, and how will it impact B2B brands? Alex Aspinall investigates
CES is the technology industry’s premier conference, attracting more than 140,000 delegates when it took place over 6–9 January. It is big news. Don’t be put off by the word ‘consumer’ though. This conference represents a unique opportunity to gain valuable insights into the ways in which people will be communicating and sharing information in the very near future. The show attracts incredible levels of media interest, as thousands of brands and innovations battle it out to become this year’s next big thing.
Strangely and almost entirely unrelated to marketing, 3D TVs featured quite prominently again this year. But, largely nonplussed, most commentators were left in little doubt that 2011 belongs to ‘mobile.’ From smartphones packed with 4G capabilities and powerful dual core processors, to an almost never-ending array of potential iPad-toppling tablet computers: mobile technology and the increased connectivity it engenders are here to stay, as are the resultant challenges and opportunities.
Mobile marketing
Laura Marriott, CEO of 2D barcode company NeoMedia Technologies, believes the mobile revolution offers marketers an exciting new channel. She says, “At the Consumer Electronics Show in Las Vegas this year, the dominance of the mobile device was clear. Mobile has been gaining recognition as a useful tool for marketers for some time now, enabling them to engage in a tailored, personal dialogue with audiences in a way that has never been possible before.
“The integration of mobile into a marketing initiative, whether B2B or B2C, is an ideal way for companies to connect with customers on a one-to-one basis.”
Mobile is here, and it is set to become an increasingly common component of modern life. So, what should B2B brands be doing? It’s easy to get carried away with the thought of creating an exciting app, but most businesses should prioritise ensuring their digital output (website and emails) are fit for viewing on mobile devices.
Iain Millar, head of innovation at Rufus Leonard, says, “I don’t think anyone embarking on the creation of a website today would ignore the growing mobile audience. It is essential to provide some sort of experience for the mobile user; the question is whether it is the same experience as the desktop or something more tailored. The mobile channel is best suited to timely, concise and relevant information so often that means it’s not a like-for-like experience.”
Android, Apple and more
Apple had no formal presence at CES. But there were people milling around with iPhones and iPads and people pushing their latest Apple-related products and apps.
And it’s fair to say that the company has been a major driving force behind the mobile revolution. But, despite being a big fish, there are still several others swimming in the same pond. And this is important to bear in mind.
Apple’s no-show meant that the majority of tablet devices on show were running Google’s Android operating system. There were also plenty of Android phones on display too, highlighting the incredible pace with which Google is gobbling up a meaningful share in this market. Blackberry’s long established grip on the business market, and, to a lesser extent, the continued roll-out of Microsoft’s Windows mobile operating system, means there are several different mobile platforms from which people may be viewing your content.
This is important because your content will render differently on each platform. Are your systems capable of handling requests from all directions? They need to be, and this goes for email content as well as websites.
Mixing it up
Mobile is an additional area you have to think about when planning campaigns and ongoing projects. As a new and growing touch point, it is best viewed as another part of the marketing mix, according to mobile expert Steve Jarrett, CEO of MePlease.
He says, “Instead of finding new ways to use mobile marketing, B2B marketers should first look at how they can enhance their current communication and marketing strategies via mobile. Finding ways to improve general communication efficiency with current customers, staff and your target market as well as integrating your current CRM system into mobile is a good place to start.
“Also, unlike the majority of consumers in the B2C market, B2B customers and professionals must continually be connected and readily accessible in their fields. Enhancing and improving your basic communication tools are the easiest way to see improved efficiency, output and uptake with mobile from day one.”
Though this new channel represents new challenges and opportunities for the B2B marketer, in principle, at least, it all boils down to a familiar objective: adding value.
Michael Tomlins, MD of InfoMedia Services, says, “Most B2B businesses, especially in areas such as manufacturing, logistics or professional services, will need to look at pulling in a specialist and that does make sound financial and commercial sense. B2B use of mobile marketing is still in its infancy and it would often be inappropriate to take on full-time staff. Plus at present, there is a wealth of options that need to be fully understood – especially the different platforms and technologies.
“The best way for B2B outfits to solve that issue is to let someone else keep up with it all. However the first step for any B2B marketer looking to exploit mobile is simple enough – have a solid idea of your market and their mobile use and most critically understand if and how you can add value to that use.”
Time to get mobile
Apps are cool. But they aren’t right for every business and they definitely don’t come cheap. How do you know if you should be investing? Chad Cribbins, associate creative director at SapientNitro, says, “The recent surge in popularity of smartphones has led to a rise in mobile web usage, with recent predictions from Deloitte suggesting that smartphone sales could reach half a billion units a year worldwide as demand for mobile Internet rises. As a result, the app market has become a crucial way for brands to reach out to customers. UK analyst house, Wireless Expertise, predicts that it will be worth £2.94 billion by 2013 and, given such figures, the potential for mobile apps can’t be ignored.
Cribbins concludes, “Consequently, more and more brands have started to dip their toes into the app water. But if an app is to be successful it needs to fit in as part of a brand’s overall multi-channel marketing strategy and not be simply a bolt-on offering. Brands should ask themselves a simple question: Why do we want to launch an app? For some brands it’s about raising awareness, for others it’s about building sales.”
