mobile marketing bpg exec summary

8/2/2019 Mobile Marketing BPG Exec Summary

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www.b2bmarketing.net

Published June 2011

MobileMarketingA B2B Marketing

Best Practice Guide

EXECUTIVE SUMMARY


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IntroductionContents.....................................................................................................................................................2

About B2B Marketing.............................................................................................................................5

Executive summary................................................................................................................................6

Contributors biographies...................................................................................................................12

Section 1. Introduction to mobile marketing

1.1 People, not devices, are mobile.........................................................................................17

1.2 The pace and volume of work have accelerated and increased..19

1.3 Attention span has been reconfigured.........................................................................20

1.4 Classic characteristics of the at-work state of mind .............................................20

1.5 We must have ideas that ignite.......................................................................................22

1.6 Ideate, dont execute............................................................................................................23

1.7 Give back, dont take............................................................................................................23

1.8 Join the flow, dont stop it .................................................................................................24

Section 2. Developing a mobile strategy

2.1 Where Google leads .............................................................................................................25

2.2 B2B opportunities..................................................................................................................26

2.3 Understanding the medium...............................................................................................26

2.4 Mobiles differentiators........................................................................................................27

2.5 The value imperative..........................................................................................................27

2.6 Gaining experience, getting it right ................................................................................28

2.7 Playing to mobiles strengths...........................................................................................28

2.8 Hassle-free usability.............................................................................................................29

2.9 Future-proofing.......................................................................................................................30

2.10 Innovation.................................................................................................................................30

2.11 Beyond marketing .................................................................................................................30

2.12 Internal communications .....................................................................................................31

2.13 Bubble or bust?.......................................................................................................................31

CONTENTS

2Best Practice: Mobile Marketing B2B Marketing 2011

EXECUTIVE SUMMARYOrder your copy today on 0207 438 1379



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Section 3. Defining a strategic approach to mobile email

3.1 Background..............................................................................................................................33

3.2 Portability: The new marketing approach....................................................................34

3.3 Three signs you need to be paying attention to mobile email ...........................35

3.4 No standards...........................................................................................................................36

3.5 Four steps to develop your approach to mobile email...........................................38

Section 4. Text messaging

4.1 Introduction..............................................................................................................................42

4.2 The case for SMS..................................................................................................................42

4.3 Introducing SMS to your customer base.....................................................................44

4.4 Practical applications of SMS marketing.....................................................................46

4.5 The 100 per cent measurable medium.........................................................................47

4.6 Message design, construction and broadcast..........................................................48

4.7 Summary...................................................................................................................................49

Section 5. Mobile websites

5.1 Introduction..............................................................................................................................50

5.2 Creating a mobile website strategy................................................................................51

5.3 Planning your mobile site...................................................................................................52

5.4 Finding your mobile site......................................................................................................53

5.5 Marketing your mobile site.................................................................................................54

Section 6. Mobile apps6.1 Introduction..............................................................................................................................57

6.2 What apps are there for the enterprise?.....................................................................57

6.3 Promotion and launch..........................................................................................................60

6.4 Security .....................................................................................................................................60

6.5 Web app or native app?.....................................................................................................60

6.6 The development process..................................................................................................61

6.7 Conclusion................................................................................................................................64

CONTENTS

Best Practice: Mobile Marketing B2B Marketing 2011 3




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Section 7. Mobile social media

7.1 Introduction..............................................................................................................................65

7.2 Seven lessons in social mobile .......................................................................................65

7.3 How will you know if it worked? .....................................................................................70

7.4 Five things you should begin doing right now...........................................................72

7.5 A glimpse at the future........................................................................................................73

Section 8. Mobile CRM

8.1 Introduction..............................................................................................................................75

8.2 The role of mobile devices in CRM.................................................................................75

8.3 Integration between mobile devices and CRM platforms......................................77

8.4 Social CRM for sales and marketing..............................................................................78

8.5 So how do you go about making it all work?.............................................................79

8.6 What do you want to achieve?........................................................................................79

8.7 Mobile CRM in action............................................................................................................80

8.8 Get buy-in..................................................................................................................................82

8.9 Remember installing mobile CRM software

is only part of the overall project....................................................................................82

8.10 Pay-off with a competitive edge......................................................................................83

Section 9. The future of mobile marketing

9.1 The future.................................................................................................................................84

9.2 Your customers are mobile, are you?...........................................................................84

9.3 Learning from the past .......................................................................................................85

9.4 Gaining valuable insight......................................................................................................85

9.5 Help, location, continuity and notification....................................................................87

9.6 Map each customers journey..........................................................................................89

9.7 What does the new mobile world mean for privacy? ............................................90

9.8 Summary...................................................................................................................................90

CONTENTS





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B2B Marketing is the comprehensive information resource for B2Bmarketers. Its mission is to provide practitioners with the information they

need to perform better and achieve more, whatever sector of the B2Bspace they are operating in.

Launched in 2004 as B2B Marketing magazine, it has since evolved into

a multi-faceted resource, delivering a broad range of content in a varietyof different forms and formats.

Its key products are:

Community:We are the only online resource allowing B2B marketing

professionals to share information on their industry. We have created acommunity where you can learn, share and connect with other marketers

to help better achieve your objectives.

The site also holds a huge archive of content focusing on everyconceivable aspect of B2B marketing and includes various opportunities

for online interaction and learning, such as a best practice webcastprogramme and an interactive online directory for supplier sourcing.

Magazine: The essential monthly guide to B2B marketing, with a key

focus on best practice guidance, plus monthly features looking at currenttrends, regular research, profiles etc.

Awards: The showpiece event for brands and practitioners, attracting

over 600 people. Former winners include a host of top-tier B2B brands,including Barclays, TNT, American Express, HP, Microsoft, JCB, Symantec,

DPD, Rackspace, Volkswagen, Stanley, RSA, and many more.

Training and events: Regular seminars and training sessions aimed athelping marketers hear and learn first hand from the experts in order to

hone their skills.

Membership: Become a member and receive all of our research andguides for free. You will also receive exclusive invites to members-only

networking events, get discounts on our training seminars, workshopsand conferences and receive a subscription to our monthly magazine.

There are different levels of membership available so please call 0207269 6592 to find out more.

For more information on any of these products or services go towww.b2bmarketing.net or call 020 7438 1370

About B2B Marketing




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The connectedness of modern

life sees no boundaries

between work and home

Section 1 Introduction to mobile marketing

B2B has ceased to be. Death was inevitable when people began carryingtheir telecommunications and computing power with them. From that point

the firm lost its place as the organising principle of business marketing.

If we really want to influence business decisions, from now on we haveto reach and persuade the real seat of power, the individual. The customer

is not a corporate entity it's an independently minded, highly connected,always emotional human being. This individual is not only ascendant, but

empowered and amplified. Technology isn't the only new thing that's onthem, so is unprecedented personal autonomy. Ninety per cent of

business decision making is emotional, and yet most B2B marketersremain mostly focused on organisational psychology.

The new arena for business communications is now far bigger than the

workplace. This is because work is no longer a place, but a state of mind.The connectedness of modern life sees no boundaries between work and

home. It's all part of the work-life continuum. People can be as leaned-forward and as actively engaged in their decision-making as they need to

be wherever they happen to be.

Section 2 Developing a mobile strategy

Without a solid strategy, forays into mobile marketing and m-commercecould do more harm than good. Despite the widespread belief that mobile

is the future for almost any aspect of business communications and

marketing, very few organisations are showing real innovation in this area.

Playing the waiting game is dangerous now that smartphones have

become ubiquitous and momentum among users has really taken hold.IDC now believes that the market for mobiles and tablets (the iPad and

equivalent devices) will overtake that for desktops by as soon as nextyear. Meanwhile Googles CEO has declared mobile first in everything to

be the companys new mantra one of the most solid indicators yet thatthe fuller PC screen and fixed broadband can no longer be relied upon to

communicate with and present their wares to the general public. Lastyear Facebook claimed that more than 150 million active users were now

accessing it through mobile devices significantly, these users are

proving to be twice as active as non-mobile users.

Executive summary





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The first step in making headway with this exciting and dynamic channel,

which is unparalleled in its ability to connect directly with individuals, inreal-time, is to acknowledge and explore the opportunity. The second is todevelop a solid strategy, so that companies enhance rather than risk their

customer relationships as they selectively harness this powerful medium.

Section 3 Defining a strategic approach to mobileemails

Gone are the days when email experts debated the growth of mobile email

and how the strategic landscape for email marketers was changing.Previously, the issue with mobile email was the way most devices

struggled to handle HTML email, and how people largely viewed mobileemail as a way to simply keep on top of their inboxes while on the move.

Now, mobile email marketing strategies have experienced a paradigm shift

due to the explosive growth of smartphone adoption, for which there aretwo major reasons:

Smartphone sales are gaining momentum; Gartner expects 500

million smartphones to sell in 2012.

Smartphones are now powerful web enabled devices that are farbetter at handling HTML email, and offer a much improved online

experience.

As mobile devices are used for a variety of reasons, communication thatoriginates in one channel can be consumed in another, meaning marketers

must ensure messages are delivered at the right time and in the channelthat is most contextually relevant and appropriate. Without a doubt, there

is a wealth of opportunity for email to help facilitate a cross-channeldialogue with customers feeling increasingly compelled to dictate the

terms of online communication.

Section 4 Text messaging

Many marketers consider text messaging a simplistic communicationschannel, normally reserved for B2C interactions. While the use of SMS

marketing has indeed concentrated on B2C, more businesses are turningto the medium to generate sales and to entice prospects.

Succinct SMS messages, consumed (on average) within four minutes of

receipt, can be a call-to-action as clear as tapping you on the shoulder

and an activator of many activities, from a multiple choice answer to adrive-to-web link.

INTRODUCTION Executive summary


Smartphone sales are gaining

momentum; Gartner expects

500 million smartphones to

sell in 2012




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A comprehensive and integrated communication channel can be built by

using SMS not just as a medium, but as the key infrastructure for othermarketing activities.

With readership rates of over 90 per cent and a typical SMS reaching itsintended recipient 720 times faster than an email, text messages are

simple, cheap and effective. When used in the right way text messageshold the potential to influence both new and existing business customers,

build brand loyalty and foster greater lifetime value.

As yet it seems SMS remains a relatively untapped opportunity for B2Bmarketers. A study recently published by ABI research has predicted that

more than seven trillion SMS messages will be sent worldwide in 2011.When this is compared to the 1.5 trillion SMS messages that were sent in

2009 it is clear that the popularity of this method of communication isincreasing rapidly. SMS messages are used by four billion people

worldwide and reach the mobile devices of 58 per cent of the planet.

With the general population becoming more comfortable withcommunicating via SMS, brands are increasingly likely to adopt the

channel as a way of initiating contact with their audiences. SMS is theperfect first step, other channels such as mobile internet, MMS and WAP

links can further enrich the conversation.

Drawing on Rapide Communications experience this article will discussbest practice when using SMS in the B2B market, offer essential advice

on how to introduce SMS to your target audience and discuss some ofRapide Communications key case studies to illustrate these points.

Section 5 Mobile websites

Surfing the Internet via mobile phones is now the fastest growing mobile

media activity with one in four UK consumers on the mobile web daily.

There are now almost six billion mobile phones in global circulation, whichmeans that as a marketer, you could be missing a major channel to marketif you do not have a plan for your mobile website. This chapter includes

the early history of mobile sites, considerations to be made when rollingyours out and how to get it found when you do.

According to the Internet Advertising Bureau, 2011 is the last chance that

brands have to do mobile before they are too late. Your mobile site shouldbe an integral part of your mobile strategy and we deal with a number of

the challenges faced when rolling out your plan.



SMS messages are used by

four billion people worldwide

and reach the mobile devices

of 58 per cent of the planet




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Context is critical. Mobile

social media is driven more by

immediacy than other media

it is not planned browsing

Section 6 Mobile apps

Devices such as the iPhone and iPad are transforming how businessdecision makers interact with brands online, creating new opportunities

for, and new levels of, engagement. This section examines how andperhaps more importantly, when an app might be relevant for your

organisation, and the key steps brands must take in terms ofdevelopment.

Introduction to apps what can they do and how should they be

used?

Developing an app understanding your audiences needs andpreferences.

Promotion and launch.

Ongoing functional development.

Section 7 Mobile social media

The screen on the average BlackBerry measures just 60mm across. Yet

for many of todays B2B buyers, this is the main source they have forinformation about the products and services they will buy in the coming

year. More than this, it is also the main way that they will engage in thevarious communities that influence their buying decisions. Its not

surprising then that B2B marketers should be wrestling with how to makethe most of mobile social media.

The first thing to realise is that mobile social media needs the same

degree of planning as other marketing activities what are theobjectives? Who are we talking to? What does success look like? And

how will we measure it? There are still issues around measurement.

It is also important to use mobile for what it is good at which is not, onthe whole, delivering immersive rich media experiences. This section will

take a look at some of the opportunities open to marketers from salestools and enablement and insight gathering, through to mobile

communities, location-based apps and mobile advertising.

Context is critical. Mobile social media is driven more by immediacy thanother media it is not planned browsing, rather it is I need to know this

or do this now. As with traditional social media, it is also about makingconnections, having conversations. But its about short bursts of

information. This all has implications on the type of content marketers

provide to prospects, customers and channel partners.






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In any business, 24/7

availability, rapid response,

and having access to

information at your fingertips

wherever you are, can be the

difference between winning

and losing a sale

There are three things marketers should begin doing right now:

1. Ensure your current website and social media channels are

optimised for mobile.

2. Learn how your customers are currently using mobile; see

whether you can tap into their existing networks.

3. Look for ways to help customers get more done on the

move whether by apps, status updates or other timely

information.

We wrap up with some thoughts on the future of mobile social media;new platforms for managing the social stream across multiple channels

and where we think it may go.

Section 8 Mobile CRM

Sales teams have been using mobile devices in their day-to-day work formany years, but widespread adoption of mobile CRM was forced to wait

a while until the use of smartphones became more widespread. Nowmobile CRM has come to the fore to provide sales people with greater

levels of customer insight and to create better opportunities forengagement with prospects.

Anytime, anywhere information on prospects and leads is a crucial

part of the sales process. In any business, 24/7 availability, rapidresponse, and having access to information at your fingertips

wherever you are, can be the difference between winning and losinga sale.

Add this to the increased productivity on offer and it isnt difficult to see

why businesses worldwide have embraced mobile CRM. This chapter will

examine the evolution of mobile CRM as well as best practice, integrationbetween CRM systems and mobile devices and the rise of social CRM asa recognised channel.






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Section 9 The future of mobile marketing

The future is irreversibly mobile and its acceleration is down to consumersand businesses using their mobiles as a fundamental accessory in their

lives both work and play and taking control of their interactions withthe brands and organisations around them. This new world of highly

targeted communications and customer-centric engagement can and willdeliver value to brands and marketers, but it also requires a new way of

thinking.

This chapter discusses how businesses cannot afford to ignore themobile channel as a way of conducting interaction with not only

customers, but with each other. The chapter brings in a number of casestudies of successful B2B campaigns and gives tips on how marketers

can better understand this medium.






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Paul BerneyChief marketing officer & managing director, EMEA, Mobile Marketing

Association

Paul is chief marketing officer and managing director of the EMEA branch

of the Mobile Marketing Association (MMA). The MMA is the premier globalnon-profit trade association representing all players in the mobile marketing

value chain. With more than 500 member companies, the MMA is an action-oriented organisation with global focus, regional actions and local relevance.

The MMAs primary focus is to establish mobile as an indispensable part ofthe marketing mix. The MMA works to promote, educate, measure, guide

and protect the mobile marketing industry worldwide.

Paul leads the MMAs global marketing efforts and more specifically theactivities involving more than 150 member companies in EMEA. He has

over 23 years experience in a wide variety of sales, marketing, businessdevelopment and commercial roles spanning several different industries

and market sectors including automotive, printing, Internet developmentand management consultancy. He has spent the past eight years in

mobile marketing and has been a speaker at over 150 mobile eventsacross the world. Paul is a business leader in The Marketing Society,

writing regularly for their blog, a fellow of the Institute of Direct Marketing,a member of the Chartered Institute of Marketing and a mentor in the

Marketing Academy.

Email: [email protected]

Tel: 0203 376 9455

Twitter: @paulbmma

Contributors biographies





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Mark CarterHead of marketing, EMEA, Maximizer

Mark is Chartered Institute of Marketing qualified with over 15 yearsmarketing, sales and commercial experience in a broad spectrum of

industries. Mark heads Maximizer Softwares EMEA marketing, with overallresponsibility for the companys strategic marketing, channel marketing

and communications activities in the UK, mainland Europe, Middle East,India and Africa. Joining Maximizer in September 2008 after running his

own marketing consultancy, Mark has software and global marketingexperience from technology, manufacturing and service companies. A

B2B marketing specialist, Mark has selected, implemented and used anumber of CRM systems in his career with both SMB and larger

organisations.


Tel: 0845 555 99 55

Twitter: @MaximizerCRM

Shane LeahyGroup CEO, Oxygen8 Communications

Shane joined Oxygen8 in 2001 as CEO of Oxygen8 Ireland and oversaw

the rapid development of business. In October 2006, Shane became CEOof the Oxygen8 Group. He has 15 years experience working in senior rolls

within the telecommunications industry with Stentor, Nevada, Energis andOxygen8. Prior to this he was a professional Rugby player for Munster

and Ireland A.

Since becoming Group CEO, Shane has diversified the business into the

four core areas that include business solutions, mobile commerce, mobilemarketing and telecoms infrastructure.

During this time, Oxygen8 has significantly expanded its internationalpresence with offices in London, Birmingham, Dublin, Johannesburg,

Sydney, Dar es Salaam, Maputo, Nairobi, Barbados, Los Angles andToronto. It is in the process of developing offices in Rwanda, Uganda,

Mexico, Chile and Argentina.

Email:[email protected]

Tel: 0808 206 2062

INTRODUCTION Contributors biographies





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Mark MasonCEO, Mubaloo

Following a degree in electronic engineering from City University, Markjoined Inmos in Bristol, marketing silicon chips around the globe. Through

this role he spotted an opportunity to set up a marketing agency thatspecialised in technology companies. With a friend, Simon Zimbler, he set

up an agency called Mason Zimbler Digital Marketing. The agency becamethe largest player in its market employing over 60 people and working

with clients that included Microsoft, Google, Toshiba and EMC. In 2007 hesold the business to the US marketing services company, Harte-Hanks.

Owning an iPhone himself, Mark then spotted the opportunity to develop

apps for the B2B and B2C market. In late 2009 he set up Mubaloo. Thebusiness is currently enjoying rapid growth, employing over 40 people in

just 18 months. Mark is non-exec director of two digital marketing agenciesand has significant investments in two other start-ups. In his spare time

Mark flies hot-air balloons and is currently training for the Bath Half Marathon.


Tel: 0117 973 3983

Twitter: @MarkeMason and @mubaloo

Peter RichardsExecutive chairman, Mobestar

Peter Richards is executive chairman for Mobestar and has been bringing

innovative new mobile concepts to market since 2004. Prior to foundingMobestar he held a number of senior management positions in technology

leading companies such as Sybase Inc and Platinum Technologies Inc.


Tel: 0844 549 9600






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Nigel ShanahanManaging director, Rapide Communication

Nigel is the co-founder and MD of Rapide Communication, a leadingtechnology company specialising in customer and employee engagement.

Since its formation in 1999, Rapide has grown into one of the UKs mostsuccessful mobile technology companies, counting over a third of the

FTSE 500 as clients. Nigel's hands-on business experience isunderpinned by an MBA from Warwick University. A regular speaker at

conferences and seminars, Nigel is also an executive member of theMobile Marketing Association.


Tel: 02476 011 911

Twitter: @RapideUK

Rick SegalPresident worldwide and chief practice officer, Gyro

Rick Segal is president worldwide and chief practice officer for Gyro, theworlds largest, independent B2B advertising agency.

Segal has been named on BtoB magazines Whos Who list every year

that it has been published, and was featured as one of 53 Seers andSages of the Techno-Future by Forbes. His comments have appeared in

Forbes, The New York Times, Business Week, Newsweek and otherleading business and trade publications.

Segal serves on the board of the Institute for the Study of Business

Markets at the Smeal College of Business at Pennsylvania State

University. He is a member of the Board of Directors, American AdvertisingFederation; Member of the Board of Directors, Business MarketingAssociation and vice chairman of BPA Worldwide, the audit bureau of the

business and trade media industry. From 1997 to 2000, he served as asenior advisor to Steve Forbes in his bid for the republican presidential

nomination and was responsible for the campaigns breakthrough Interneteffort. He is married with three sons.


Tel: +1 212 915 2920






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R. J. TalyorDirector of product marketing, ExactTarget

As director of product marketing at ExactTarget, R. J. leads a team whosemission is to work closely with interactive marketers and solve their

greatest challenges through innovative software. With 10 years in theinteractive marketing industry, R. J. has spoken at industry events,

authored case studies, whitepapers and book chapters on the subjectsof real-time interactive marketing, email, mobile, social and

privacy/deliverability. When he disconnects from his iPhone, R. J. travels,completes marathons and recently took up gardening in his backyard.

R. J. holds a BA degree in English from DePauw University and a Masters

of Fine Arts degree from Purdue University.


Tel: 020 7291 8540

Twitter: @rjtalyor

Michael WrigleyManaging director, Banner

Michael has 17 years experience defining and delivering offline and online

marketing communications for a range of blue-chip clients and some feistystart-ups. During the last nine years at Banner, he can lay claim to working

with some of the biggest technology brands in the world, including Adobe,Autodesk, Colt, Sony, Cisco, HP, Siebel and Hitachi.

Hes an accomplished marketer working across many disciplines and

media channels to accelerate the adoption of his clients products across

a range of vertical markets and geographies. His background ispredominantly digital and he has a passion for social, mobile andmarketing automation.

Prior to working at Banner, Michael worked as an account director at

Wheel, one of Europes premiere digital agencies, where he worked onAberdeen Asset Management, Marks & Spencer, Orange, Royal Mail, Cable

& Wireless and Powergen.


Tel: 020 7349 2200

Twitter: @wrigsy


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