B2B Mobile / Email Marketing: Yes You Can!
Everyone seems to be talking about the benefits of mobile marketing to consumers, and with good reason. SMS (Short Message Service, commonly referred to as mobile texting) enables you to reach a wide audience in a matter of seconds knowing that most people are likely to respond to your message within an hour of receipt.
But while the primary focus of SMS mobile marketing has been on reaching consumers (B2C), businesses have been missing out on the opportunity to use mobile to market to other businesses (B2B). That’s a problem, because now more than ever professionals are relying on their mobile phones to receive and respond to messages that are of value to them.
The fact is mobile marketing has established itself as a valuable component of successful integrated marketing programs providing another channel to reach both consumer and business audiences. With the rapid growth of the mobile market, it’s time for B2B marketers to consider how to effectively integrate mobile marketing into the mix.
Mobile Use is Growing Rapidly
Because professionals are connected to their mobile devices as a quick response mechanism, they tend to be responsive to B2B mobile marketing messages as well.
Mobile & Email Marketing Working Together
Combining email and SMS is an exceptional marketing strategy due to the high usage of smartphones. Email and mobile marketing used together provide a cost-effective way to send personalized content that subscribers are looking for and that can return successful and measurable campaign results.
With B2B mobile/email marketing you can:
Create a dialogue with your business customers through SMS/email alerts that keep them up-to-date on information important to their jobs. Mobile has become the most personal communication channel available to bring you closer to your target market without interacting face-to-face.
Target quality subscribers. Since mobile/email marketing is permission based, meaning subscribers have to opt in before receiving messages, you’ll be able to reach a targeted audience of interested subscribers who want to hear more about your company and offers.Increase brand awareness and generate additional revenue.
Most people are willing to provide their mobile phone numbers/email address if they can be assured that they’ll only receive messages on topics of interest to them. The same goes for business professionals. If you can demonstrate the benefits of opting in to your mobile/email program, they will be more open to receiving your marketing messages, which can increase brand awareness and start new discussions that can generate new revenue.
Measuring B2B Mobile Success and ROI
We’re still learning about the mobile/email marketing industry and its standards, best practices and overall potential. The question many marketers have is how to track success and return on investment – what are the most meaningful metrics to track and how to report them. Fortunately there are many ways marketers can measure the effectiveness of mobile and email marketing initiatives.
To measure how people interact and engage with your content, you can monitor the same metrics used for email marketing: open and click-through rates, forwarding and sharing. It’s also important to monitor your list growth rate, and track offer redemptions. Using Web analytics, you can monitor Web site traffic driven by mobile/email campaigns. Mobile marketing provides a lot of value by helping people stay up-to-date with the latest news, promotions and offers that benefit them. They’re no longer tied to their desktops.
That’s why it’s more important than ever to create marketing content that can be accessed anywhere and on any device to ensure that your on-the-go audience is receiving your messages.