TellMyCell Mass Text Message Marketing

The B2B Mobile Marketing Report

B2C Marketers have already embraced mobile marketing – and numerous reports confirmed spending in 2010 in excess of 3 billion dollars. So what’s a B2B marketer to do? Ignore a rapidly growing marketing channel? Our goal is to give you the information you need to build an executable B2B Mobile Marketing strategy.

The Time For B2B Mobile Marketing Is Now

“Business-to-business mobile marketing spending will quadruple over the next five years, rising from $26 million in 2009 to $106 million in 2014, according to Forrester Research.” – Mobile Marketer

In 2009, businesses spent a paltry $26 million dollars on B2B mobile marketing. It’s hard to blame them – mobile is new, rapidly evolving, and for many, it’s simply daunting. Still, smart brands are already exploiting the mobile channel, and if Forrester Research is accurate, many more brands will be soon. The question for you is, will that next brand be you or will it be your competitor?

Three Key Reasons Why Mobile Marketing’s Time Is Now

In the last few years the general public embraced text messaging. In four years Americans jumped from sending less than hundred billion texts a year to over 1.5 trillion texts a year. Simply put, Americans, young and old, look at their mobile phone as more than a phone. It’s a new screen, and it’s a screen that you want your brand to be on.

Since the introduction of the iPhone, we’ve seen a dramatic shift from ‘feature phones’ to smartphones. Businesspeople are already used to BlackBerries. Now they’re upgrading to far more powerful BlackBerries, Android phones, and of course iPhones. If you think that the iPhone is a consumer phenomenon, consider that more than 80% of Fortune 500 companies have deployed iPhones to their workforce.

Anywhere & Anytime. Simply put, the modern businessperson must have their mobile device within reach at all times.

Why Mobile Marketing Is So Powerful

Mobile is personal. Think about your mobile phone. It’s either in your hand, in your pocket, or at arm’s length pretty much 24 hours a day. If you take one thing away from this report, this should be it: text messages, the most common mobile marketing channel today have a 97% open rate.

Mobile can be cheap. For a B2B marketer, mobile can be done affordably, effectively. The easiest way to spend a lot of money on a mobile marketing campaign is to build an elaborate iPhone app (and Android & BlackBerry apps to compliment it). For the vast majority of B2B marketers, an app doesn’t make sense. For B2C marketers apps, when done well, can be great branding tools. The only reason most B2B marketers should build an app is if they have a product (think a SaaS offering) that is delivered via the web. If you can deliver a unique experience that saves your customers time then an app is definitely something to consider. Otherwise, stick to SMS and the mobile web (we’ll get back to mobile websites in a bit).

SMS, Text Messaging, Texting – whatever you call it, SMS is an extremely affordable medium. Small B2B marketers can run campaigns for less than $50/month.

So what can do you do, easily, affordably, right now, that will have real impact? First, you need a strategy. Don’t just jump in. First answer the question - what is your goal?

Is it reaching out to new customers? Building loyalty with existing customers? Creating a new sales channel? Complimenting your existing channels? Creating new functionality in your product itself? These aren’t mutually exclusive, and the more you get comfortable with mobile, the more you’ll see how they can all complement each other.

Optimize for the mobile web – use a service, or have your web developers do it. It’s not hard, and they’ll probably enjoy the challenge. Keep these things in mind when developing your mobile website:

When you need speed, SMS rules the day. Text message marketing allows you to engage with potential customers and communicate with your current customers.

Choose the right tools for your business. You can measure ROI with mobile, so you have no excuse not to.

Always remember that all platforms are not created equally

Integrate your mobile efforts into your current marketing mix. Let’s repeat: Integrate your mobile efforts into your current marketing mix. Don’t spend the time to setup SMS Keyword campaigns or mobile websites and then just sit back and expect magic to happen. What should you be doing once you’ve launched your mobile marketing campaigns?

Results! Don’t forget to measure.

Every brand is different. Not every campaign works. Don’t just jump into mobile and then move on. Ask the important questions and make sure you’re happy with the answers:

One Last Tip

Look at what your competitors are doing. Try it yourself. See what works and what can be improved.