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Mobile Search and B2B Marketing
Tuesday, November 02, 2010
Here in North America, I’ve been waiting for the big mobile boom, that has happened in other parts of the world.  It seems like other areas of the world including countries like Japan and China seem to be more mobile savvy that we are in North America.  The Mobile Search arena is still young which may explain why many businesses have not tapped into it as a marketing channel.  Of course there are some businesses that have been early adopters of mobile marketing but there are many who have not started to leverage the Mobile Internet… and what about B2B?

So is there a benefit for B2B marketers with regards to advertising in the mobile universe?  Well that depends on what you are trying to accomplish.  Is it simply to promote your brand, or is it to provide some additional information to your potential audience?  More importantly who will you be reaching should you choose to leverage the Mobile Web?  Is mobile the best medium for B2B marketers?  At this time I would suggest that as business-to-business marketers look to promote their organizations via new media such as Search that they do take a look at the mobile arena, but not necessarily spend all of their time there.  This will change however with the advent of smart phones and innovative technologies.

ComScore recently released some interesting data as to the fastest growing categories for daily mobile web access in North America.  What is interesting about this data is that it shows the type of information that people are accessing on a daily basis.  In the digital world, we all know how important creating useful, unique and informative content is.  The Mobile Web is no exception.

Based on this data from ComScore, there are three areas that B2B marketers may want to consider spending some time investigating:
  1. Optimizing News and Press Releases for you company – not just for the Internet but for mobile as well. People search because they are looking for information.  So whether they search via online or via mobile, ensuring that your news stories and articles show up in popular news aggregators is important.
  2. Optimize your blog for Mobile - Ensure that your blog displays appropriately on a mobile device.  Consider how your blog looks when it’s rendered in a little inches mobile phone web browser.  One way to do this is to make a mobile friendly version of your blog with Google Reader.
  3. Optimize for Finance Search - specifically Google Finanace or Yahoo Finance.  If your company is publically traded, your site will be featured in Google or Yahoo Finance.  People may use information from these resources to make investing decisions.  Based on the ComScore data above, financial data is the third largest growing type of information being accessed on a daily basis from mobile devices.  Ensuring that your financial data is up-to-date on your site, your blogs and related directories can help your target audiene find the financial information that they are looking for pertaining to your organization.
  4. Leverage Mobile Tagging - work to create applications aimed at mobile phone users that improves their user experience via a mobile device.  In fact, Microsoft recently announced the "Microsoft Tag" which transforms physical media (print advertising, product packages, or even video images)—into live links for accessing information online.  http://www.microsoft.com/tag/.  Mobile tagging is relatively new (developed in 2003) and can be used for brand management and brand protection.
So while mobile Search and mobile marketing are becoming more mainstream in North America, is there benefit for B2B marketers to leverage this innovative medium?  The answer is yes, even if it is simply for brand awareness.   We have all heard of the hype about Mobile Search and the Mobile Web, preparing for it is no longer an option.  Optimizing your web properties for mobile will allow B2B marketers to intercept their target audience in areas that were never before accessible… the mobile environment.

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posted by Jody @ Tuesday, November 02, 2010  
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