Mobile devices hold the most promise when it comes to delivering contextual marketing and personalized digital experiences. Because mobile devices can deliver on personalization and contextual communication, consumers expect marketers to deliver relevant experiences. Consumer marketing has begun to wake up to this concept however the B2B space is lagging.
With 73% of executives under 40 using their mobiles as a primary business communication tool (Google/Forbes), the time is now for B2B marketers to begin delivering context via mobile communications.
The three key areas of mobile context are:
Realizing real time is about delivering communications that recognize the user’s situation. This ranges from sending offers to users at a trade show as they approach a booth location, to on-the-go business people when in the vicinity of your store locations to use of QR codes that contain real time offers. The question marketers should answer is how can I deliver a message or offer that leverages the context of the target audience?
Enhance connectivity is about leveraging the features of a mobile device ranging from phone calls to GPS to using the camera or microphone. As a B2B marketer, this means sending emails that contain easy to find and tap phone numbers, or use the camera to grab an image of a broken part on a factory line that can be uploaded by an app or mobile web, or perhaps recording the audio of a strange noise your product is making that can be sent to a technician to troubleshoot.
Respecting the form factor is about recognizing that your communications must be formatted for easy consumption on a mobile device. If you make it hard for your audience to interact with your content from emails to websites to apps, you will quickly lose their attention. You must design for mobile devices in order for content to be readable, and easy to interact with. Make buttons larger. Include less content in emails. Eliminate the need to scroll left and right. All of these will make it a better mobile experience for your audience.
Remember that mobile devices range in operating systems, browsers and capabilities. Design and develop for the majority. Test your communications on mobile devices before releasing them to ensure they are rendering properly. By designing with the mobile user in mind, you will provide a better experience, become contextual and more relevant to your audience. To learn more about being contextual in a mobile world, contact us today.
Image courtesy of serifofnottingham.blogspot.com
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