Modern Marketing for B2B on the Move

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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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Modern Marketing for B2B on the Move

  1. 1. Mobile, Social B2B Marketing A Point of View May 2014 David Smith @davidtweets
  2. 2. @davidtweets TODAY Mobile social B2B POV Mobile first Accessible Quality over quantity Eye on the apps
  3. 3. @davidtweets BNJ – Modern Marketing Persona, Content, Marketing Automation, Data INTRIGUE BRAND AWARENESS ENGAGE TARGETED AWARENESS ACQUIRE DEMAND GENERATION NURTURE EVENT TRIGGERS CONVERT SALES ENABLEMENT RETAIN LOYALTY AND ADVOCACY 1 TO MANY 1 TO FEW 1 TO 1
  4. 4. @davidtweets POV: Mobile is a behavior
  5. 5. @davidtweets POV: Social is a behavior
  6. 6. @davidtweets POV: Watch where they intersect Social audiences are more mobile, and vice versa App integration makes the experience
  7. 7. @davidtweets Are your B2B buyers mobile and social?
  8. 8. @davidtweets Modern Marketing is Mobile www.bnj.com/povs/modern-­‐b2b-­‐marke4ng-­‐is-­‐mobile-­‐/  
  9. 9. @davidtweets 1. Go mobile first Design the experience for mobile devices first Expand it for desktop devices
  10. 10. @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.”  
  11. 11. @davidtweets Neilson  smartphone  and  iPad  stats,  March,  2014   Smartphones = apps
  12. 12. @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
  13. 13. @davidtweets Responsive email example
  14. 14. @davidtweets Tablet = apps + web
  15. 15. @davidtweets Mobilizing web content for tablets Big images Big buttons One / two columns Scrolling Simple menus No Flash Small file size, fast download
  16. 16. @davidtweets 2. Accessible content
  17. 17. @davidtweets Video is mobile, social, effective
  18. 18. @davidtweets 3. Simplify Make design and content simpler Focus on quality over quantity UCtoGoGuide2014.com
  19. 19. @davidtweets 4. App integration
  20. 20. @davidtweets The right app for the audience 20  Souce: DigitalRelevance
  21. 21. @davidtweets One of my favorites: Taplister
  22. 22. @davidtweets RECAP Mobile social B2B POV Mobile first Accessible Quality over quantity Eye on the apps @davidtweets
  23. 23. THANKYOU David Smith, Associate Creative Director, Babcock Jenkins, davids@bnj.com, @davidtweets

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