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It’s been just a few years or so since B2B enterprises took note of the impact of mobile, and started building tools to leverage it in their marketing. The Regalix global report on mobile marketing also found that a majority of the marketers - 67% to be precise - have been using mobile marketing for less than two years. However, these companies have long been using digital marketing tools in their marketing programs.
A Gartner report says digital has become mainstream for B2B marketers with digital commerce becoming top priority for them. The report goes on to claim that the line between offline and digital marketing is merging.
Vishal Tripathi, Research Director at Gartner India says, digital is a huge word and every company has its own definition of it.
“The problem is, B2B is just starting the mobile journey when the digital journey has already been embarked on by these companies. That’s not marketing, that’s more of a convenience piece fixed for the customer.
“But mobile no doubt is impacting fundamental market metrics. There is a lot of mobile-first traffic coming for B2B companies, but it is also increasing the bounce rate. At the end of the day, mobile requires customer engagement,” he said.
According to Tripathi, marketers who are just starting out on their mobile marketing initiative should focus on making mobile-friendly websites, launching separate apps for partners and customers, while being on top in the search list.
Serving rich media content like how-to videos or user reviews in search results is also one of the things marketers should try to do. With the advent of Periscope and Meerkat, marketers can live stream their conferences and talks more easily on social media. In terms of putting out local mobile campaigns, Tripathi believes companies can use the mobile platform to do more for their local business partners.
However, Tripathi said, for B2B marketers, IoT would be the biggest puzzle to solve. “It is going to be a huge part of the digital marketing eco-system. There has been a lot of talk about it in India but not much work. But I believe IoT would be more successful than other technologies that people have been talking about.”