modern marketing for b2b on the move

Mobile, Social B2B Marketing A Point of View

May 2014 David Smith @davidtweets

@davidtweets

TODAY

Mobile social B2B POV Mobile first Accessible Quality over quantity Eye on the apps

@davidtweets

BNJ – Modern Marketing

Persona, Content, Marketing Automation, Data

INTRIGUEBRAND

AWARENESS

ENGAGETARGETED

AWARENESS

ACQUIREDEMAND

GENERATION

NURTUREEVENT

TRIGGERS

CONVERTSALES

ENABLEMENT

RETAINLOYALTY ANDADVOCACY

1 TO MANY 1 TO FEW 1 TO 1

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POV: Mobile is a behavior

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POV: Social is a behavior

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POV: Watch where they intersect

Social audiences are more mobile, and vice versa App integration makes the experience

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Are your B2B buyers mobile and social?

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Modern Marketing is Mobile

www.bnj.com/povs/modern-­‐b2b-­‐marke4ng-­‐is-­‐mobile-­‐/  

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1. Go mobile first

Design the experience for mobile devices first Expand it for desktop devices

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“Too  many  marke,ng  leaders  s,ll  lump  tablets  and  smartphones  in  the  same  mobile  bucket.  That's  a  mistake.  Why?  Because  tablets  are  not  primarily  mobile  devices.”  

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Neilson  smartphone  and  iPad  stats,  March,  2014  

Smartphones = apps

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How businesspeople use smartphones

1.  Phone calls 2.  Email 3.  Texting 4.  Contacts, calendar, tasks 5.  Navigation

iDATE survey of smartphone use for business in France, Germany, and UK, 2012

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Responsive email example

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Tablet = apps + web

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Mobilizing web content for tablets

Big images Big buttons One / two columns Scrolling Simple menus No Flash Small file size, fast download

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2. Accessible content

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Video is mobile, social, effective

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3. Simplify

Make design and content simpler Focus on quality over quantity

UCtoGoGuide2014.com

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4. App integration

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The right app for the audience

20  Souce: DigitalRelevance

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One of my favorites: Taplister

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RECAP

Mobile social B2B POV Mobile first Accessible Quality over quantity Eye on the apps

@davidtweets

THANKYOU

David Smith, Associate Creative Director, Babcock Jenkins, davids@bnj.com, @davidtweets