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Also titled "Social, Mobile B2B Marketing" - given at the Advertising Federation of Central Oregon AdByte in May, 2014
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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
@davidtweets
POV: Mobile is a behavior
@davidtweets
POV: Social is a behavior
@davidtweets
POV: Watch where they intersect
Social audiences are more mobile, and vice versa App integration makes the experience
@davidtweets
Are your B2B buyers mobile and social?
@davidtweets
Modern Marketing is Mobile
www.bnj.com/povs/modern-‐b2b-‐marke4ng-‐is-‐mobile-‐/
@davidtweets
1. Go mobile first
Design the experience for mobile devices first Expand it for desktop devices
@davidtweets
“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.”
@davidtweets
Neilson smartphone and iPad stats, March, 2014
Smartphones = apps
@davidtweets
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
@davidtweets
Responsive email example
@davidtweets
Tablet = apps + web
@davidtweets
Mobilizing web content for tablets
Big images Big buttons One / two columns Scrolling Simple menus No Flash Small file size, fast download
@davidtweets
2. Accessible content
@davidtweets
Video is mobile, social, effective
@davidtweets
3. Simplify
Make design and content simpler Focus on quality over quantity
UCtoGoGuide2014.com
@davidtweets
4. App integration
@davidtweets
The right app for the audience
20 Souce: DigitalRelevance
@davidtweets
One of my favorites: Taplister
@davidtweets
RECAP
Mobile social B2B POV Mobile first Accessible Quality over quantity Eye on the apps
@davidtweets
THANKYOU
David Smith, Associate Creative Director, Babcock Jenkins, [email protected], @davidtweets