Yes, mobile is pervasive, but numbers alone don’t capture how much mobile can change marketing.
Many B2B marketers are catching on slowly, distracted by low mobile usage on corporate websites or a limited understanding of how mobile marketing and mobile accessibility contributes to goals.
Mobile Changes How We Communicate
For B2B marketing, mobile isn’t just another channel in the mix. Mobile fundamentally has changed how we communicate. Look around in a meeting. Blackberries and smartphones are out and active (are they ever put away?). This has been so normal for seven or eight years that today many of us barely notice it.
Mobile Changes How We Consume
With the launch of the iPhone, mobile devices became media consumption devices. Compared to the iPhone, Blackberries and other early smartphones were merely communication devices. Now, with high resolution screens and simple navigation, mobile devices have become primary media consumption devices. Smartphones are used walking down the sidewalk and waiting in line as email, social networks or media capture a portion of our attention.
We are not just on Facebook on our mobile devices. I have spoken with a number of B2B publishers that report 8% to 10%, or more, of their traffic is now from mobile devices, and it is growing.
Mobile Changes How We Create
Mobile devices now allow us to create, not just consume. With applications like Posterous, WordPress and Blogger available for iPhone and Android, content creators are now creating on their mobile devices. Without my mobile, Digital B2B Marketing would not even exist, nearly every post has been drafted on my mobile, and more than one has been written an published entirely from my mobile devise.
Courtesy of our mobile devices, we are always connected. And with that change, we are always communicating, consuming or even creating.
Is your marketing ready for an always-on audience, or are you still waiting for someone to sign on?
This post was originally published as The Three C’s of Mobile Will Change B2B Marketing on the Babcock & Jenkins blog