Since 2009, smartphone usage has been growing exponentially, so customers and businesses have had to adapt to become more mobile savvy. Smart phones provide an advanced platform and allow customers to access information at their own convenience. According to IAB Canada, approximately 85% of Canadians have cell phone plans, and 45% of which have smart phones. 50% of Canadians between the ages of 18 and 44 with cell phone plans are also monthly internet users.
Mobile marketing has become a top trend for a company’s B2B strategy. It provides a great opportunity for generating sales and keeping a high level of customer engagement. Using mobile marketing is five times more likely to convert a lead into a customer than online marketing. According to Forrester Research, business to business mobile marketing budgets will quadruple over the next five years, increasing from $26 million in 2009 to $106 million in 2014. Additionally, mobile search advertising will reach $1.28 billion the next few years.
Mobile marketing offers companies an opportunity to establish a high channel of communication with leads and potential clients. There are many different way of using mobile marketing to generate leads:
1. QR codes: Quick Response (QR) Codes are a sophisticated bar code designed to hold information. QR codes provide quick, timely, and brief information for consumers, and they were the most used technology in 2011. The QR codes can deliver information on the product, in store coupons or promotions, advertisements and so on. Having QR codes on direct mail, business trade, tradeshow booths, social media, and business magazines advertisement can provide clients a new contacting experience and increase interest.
2. Social Check-In: a location-based check -in which allow clients to comment and rate the products and services. Checking-in can help companies identify potential new relationships, and they can monitor who checks in to their business, and competition and business events. For example, GeoSoMo mobile services is increasing uptake for lead generation – they started to gain public interest in 2012 (age group 18 to 34 years old) with their GeoSocial service, which allows customers to share their location in their own social network. Monitoring check-ins can help with early adoption advantages.
3. SMS: Short Message Service is used to by companies to text message their customers. Companies can deliver their current promotions or coupons, new products or service, newsletters, and current news to mobile phones of the target audience via SMS. According to the infographic written by Dave Bui, texting is the most cost effective mode of communication for companies in their business to business strategy. There are 4.2 billion texters worldwide and nearly 200,000 text messages sent per second in 2012, which is a 338% increase from 2007. SMS has a response rate that is eight times higher than that of email.
MMA Updates Definition of Mobile Marketing. (2012). Retrieved April 3, 2013, from Mobile Marketing Association website: http://www.mmaglobal.com/news/mma-updates-definition-mobile-marketing
Global Mobile Statistic 2012 Part B: Mobile Web, Mobile broadband penetration, 3G/4G subscrbies and networks. (June, 2012).Retrieved April 3, 2013, from http://mobithinking.com/mobile-marketing-tools/lastest-mobile-stats
Mobile Market. (March, 2010). B2B mobile marketing spend will reach $106M in 2014: Forrester. Retrieved April 3, 2013, from http://www.mobilemarketer.com/cms/news/research/5589.html
Dave Bui. (June, 2012). How B2B Marketers are Using Social Media to Get New Business [Infographic]. Retrieved April 3, 2013, from http://www.saleschase.com/blog/2012/06/11/how-b2b-marketers-using-social-media-get-new-business/