The mobile space grew exponentially in 2014 and is only going to continue to do so in 2015. If you’re looking to improve yourself this year and have some personal New Year’s resolutions, more power to you. If you’re a marketer though, your professional resolution should be take your mobile marketing to the next level. Here’s why mobile should be your marketing New Year’s resolution for 2015.
“But wait,” you say, “I’m in B2B, so I don’t need to get into mobile.” Wrong. Your customers are using mobile devices to do their work, research and maybe even buy your products. The stats bear this out: a recent report by IDG on IT buyers found 61% of B2B users will watch videos relating to their work on mobile devices, while 57% will access work-related mobile content outside of business hours.
Given that many of the visitors to this blog are using mobile devices to read posts, there’s a good chance that you are reading this on a phone or tablet. If you’re reading this on a mobile device, then surely your customers are using mobile devices too!
Also, while mobile is a bigger deal in the B2C space, don’t forget that your B2B customers are also B2C customers. As B2C brands continue to develop and engage their customers through mobile, your customers will begin to expect mobile engagement from you (if they don’t already, that is!).
B2B users, just like B2C users, often operate in a multi-screen environment—moving from their laptops to their phones to their tablets and back again. They do this without a whole lot of thought and they expect content to follow them around and change in form to accommodate their different screens. When you create content this year, think about the many different screens that it will be absorbed through and format it in such a way that it is responsive and adjusts to different screens, or is in a format that can accommodate different screens.
For one of our clients, NaviSite, this meant developing an online portal for desktop users and a standalone app for mobile users. From either place, NaviSite’s channel partners can access a vast library of information NaviSite has built. (We’ll be covering this case study in detail here on the blog soon, so stay tuned!)
In the meantime, take a look at your current marketing materials—how mobile-friendly are you now? Ask yourself these three questions and give yourself 1 point for every “yes” answer. (Scoring: 3 points = You’re awesome at mobile! 2 points = Doing well, but you can still improve. 1 point = Good start, now keep going! 0 points = You’re still living in the 1990s.)
- Is your website mobile-friendly? Even if you think it is, check it out with the Google Mobile-Friendly Test. The test measures general mobile friendliness, which includes responsive design, lack of flash, and clear text that doesn’t require zooming in to read on a smart phone. Starting last November, Google began highlighting mobile-friendly websites in mobile searches.
- Does your mobile site have full desktop functionality? Last month, I was trying to buy tickets on a theater’s website using my smart phone, but tickets could only be purchased on the desktop version. That very nearly cost the theater a sale. Don’t give your customers reasons to go to your competitors like this.
- Is your content designed to be consumed on different screens? If you’re putting up PDFs of print documents or slide decks with really dense text on the slides on your website, you’re not doing any favors to mobile users (and as I’ve explained before, your slides are better when they have less 15 words on them)
With mobile, you can be everywhere your audience is, at any time. Why would you want to pass that opportunity up? Make 2015 the year you take your mobile marketing to the next level!