[Note: This is Part 5 of a 5-part post. You can read Part 1 here, Part 2 here, Part 3 here and Part 4 here. Want to be notified of new Kwanzoo blog posts? Just enter your email address and hit “Subscribe”, or follow @kwanzoo on Twitter.]
Enterprise Marketers agree that mobile is an interesting new channel. A recent Marketing Sherpa survey finds that 64% of business users regularly view work-related emails on mobile devices. Much has been written about the need to make sure email subject lines, content and copy (for newsletters, lead nurturing emails and more) are designed to be “mobile-friendly”. That said, the challenge for most B2B marketers, based on what we are hearing from our customers and partners is that mobile-enabling email campaigns, and driving engagement and conversions via the mobile email channel, in addition to their regular web email channel, remains hard to do. Marketing automation and email marketing platforms are only just starting to address the unique challenges of mobile devices and mobile form factors, as the initial point of engagement for the user (instead of a regular web email client or browser page).
Engaging Users on Mobile
Marketers are seeking simple ways to engage users on mobile devices. Adapting emails to mobile versus web viewing, and serving up mobile optimized interactive forms and marketing units that help capture user intent on existing prospects, or new prospect data are at least a couple of areas of interest for B2B marketers. Marketers want forms that are short (no more than 4 fields to type or pick from) for the busy, distracted mobile user. Another mobile need that’s of increasing interest is requesting and capturing buyer interest and intent with a quick poll or mini-survey, or engaging users in richer forms of mobile delivered content (e.g. short form video).
Social Meets Mobile
A whole new marketing opportunity on mobile that’s now possible is engaging users on mobile devices with an interactive ad that drives social interaction by the user with his / her network of colleagues and friends, in exchange for incentives. Think “Tell-a-Friend” or “Tell-a-Colleague” marketing flows coupled with incentives such as download an exclusive research report, discount on an upcoming conference, or enter to win a free round of golf at a coveted golf course with fellow business executives.
Making Mobile Advertising Work
Most B2B businesses are still new to the world of mobile advertising opportunities on mobile ad networks (such as Google Admob). The majority of mobile advertisers today are B2C businesses reaching end consumers, with mobile interstitial ads on large media properties (such as CNN.com) or ads integrated into mobile games and apps. As B2B businesses get ready to launch mobile campaigns, here are a few key components to consider :
- access to targeted inventory on the mobile version of relevant media sites (such as UBM TechWeb media properties)
- easy to deploy mobile ad campaigns on those media sites with full visibility to marketers as to ongoing campaign performance
- the ability to easily capture buyer insights, or prospect data and integrate it directly into the marketer’s lead management system
- instantly trigger work flow from inside the lead management system (Eloqua, Marketo, Salesforce, others) while the marketer’s brand is still top of mind with the buyer. Deliver an instant email on the buyer’s mobile device without any delay, with the marketing offer or asset that may have triggered the initial interaction.
Kwanzoo provides a range of interactive options on mobile for B2B marketers today. All of Kwanzoo’s interactive marketing units are available in mobile form factors for iPhone and Android phones, as well as iPads and Android tablets. Additionally, Kwanzoo units can be launched directly from mobile SMS messages with short URL links, on both the iPhone and Android-compatible phones. We will continues to build out our mobile capabilities in 2012. Have specific mobile needs you would like to explore for your business? Please drop us a note if you’d like, or write to us with your comments and feedback below.
Also see:
Part 4 – Connectors, Connectors, Connectors where we describe the power of easy API-based integrations to enable easy capture of engagement data into lead management systems and analytics dashboards, and thus optimize demand generation.
Part 3 – Go social, Go cloud without IT where we discuss leveraging the power of social media and SaaS based solutions for smarter and seamless campaigns in 2012.
Part 2 – Campaign and Funnel Automation for Enterprise Marketers, who are currently forced to piece together a campaign from lots of moving parts, across many different systems and tools.
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