The SMB Guide to Mobile Marketing


Mobile Marketing OpportunitiesTo say that mobile marketing is exploding is an understatement. With consumers and businesses alike utilizing their devices for everything from playing a game to making major business purchases, marketers cannot ignore that mobile has to be a part of their plans and budget. Mobile is not only a different animal than traditional forms of marketing, but also than it’s older digital sibling. The game has changed once again, so we’ve created a guide to help you navigate the waters ahead.

Overview

Mobile marketing is advertising via cell phone, smartphone, tablet, or any other such device connected wirelessly to the Internet. Unlike traditional mass marketing, mobile marketing is most likely to be user-initiated; consequently, you are already targeting an audience interested in and predisposed to buy your products and services.

Another unique characteristic of mobile marketing is that it targets consumers based not only on their personal buying patterns and interest profiles, but also their geographic location. Thus, diners interested in Indian cuisine can receive an alert whenever they are near an Indian restaurant when it’s time for lunch or dinner.

Fast Stats on the Mobile Market

The mobile audience will include an estimated 196 million smartphone users in the U.S. by 2016. According to local marketing experts BIA/Kelsey, while most local commerce is conducted offline, it is greatly influenced by online searching and ad messaging.

According to the Google/Nielsen Mobile Search Moments study, only 17 percent of mobile searches are conducted on the go; 77 percent take place at work or at home. While the ability to target users while they are on the go is important — shopping and food-related queries are twice as likely from inside a store than anywhere else — the overriding opportunity is tapping into a sizeable audience that increasingly relies on a mobile device versus a PC to search.

Related Article: 3 Big Shifts in B2B Marketing: How Marketers are Reacting

According to mobiThinking, typical consumer mobile usage averages nearly three hours a day, versus just a little over two hours daily on a PC. Read the full entry


Video: How Digital Marketers Can Reach More Buyers


3 Shifts in Digital MarketingRight now in digital media, there are three specific trends changing the way marketers must play today. These are:

  1. Shift from Interest-Based Media to Intention-Based Media: 70% of buyers are relying more on content than they did a year ago for purchase decisions. As a marketer, you can track these interactions (content downloads, video plays, etc.) to capture intention instead of interest and target based off the way buyers engage. (Tweet this!) Read the full entry

3 B2B Digital Marketing Companies Using Innovation to Make the Data Connection


flat-design-infographic-template-elements_lightWhile tech media was once the key player in leveraging innovation to offer advanced marketing solutions like programmatic buying, marketing automation, and retargeting, the digital media industry is increasingly investing in these technologies. B2B marketing companies can no longer rely on organic adaptation or be slow to respond to the digital market shift; they must employ strategic and tactical moves to stay on top of customer needs and market trends.

The good news is the B2B marketing industry is already responding to the shift, with a report from research firm Gartner finding a double-digit increase in digital marketing in 2013, which represents about 29 percent of the overall marketing budget. “B2B companies have woken up,” said Laura McLellan, VP of marketing strategies at Gartner. “Some of this is catch-up spending, because they are just now seeing the need for this, but they are definitely spending more. A lot of B2B marketers are still finding their way, and this is going to be a journey for them.” Read the full entry


Digital Solutions for the B2B Marketer


video-playHigh-level decision makers are harder than ever to reach. And in today’s world, buyers do not contact suppliers directly until most of the purchase process is complete. So how do businesses get in front of buyers exactly when they’re evaluating products and services? And where are smart executives going to learn more about what the market has to offer them? 

Meet Business.com, the leading destination for executives in growing companies to acquire the knowledge, products and services they need to run their businesses. It’s our mission to provide a better experience for our users while delivering better performance for you, our advertisers. Say hello to Frank and our latest video on how our ad products work.

Read the full entry


Transforming B2B Digital Media Through Data, Content and Integrated Marketing Solutions


Business.com New PlatformIt’s a great time to be in digital advertising. In 2013, $275 billion was spent on digital advertising, and this number continues to grow at over 11% per year. Much of this growth is driven by content marketing; and smart marketers are embracing content marketing because it works. Buyers today educate themselves with advertiser provided content. They want this content tailored however, to their demographics, firmographics and where they are in the purchase process.

Now, Business.com is even better positioned to help you do just that. Read the full entry