As you wrap up 2010 planning, ensure you’ve addressed marketing via mobile platforms as part of your annual plan. The impact of mobile communication channels and platforms can’t be underestimated as a way to stay engaged with your user and prospect communities. Mobile encompasses a broad mix of technologies. Blackberries are still the leading device used by business, however research shows that Apple’s iPhone has a more robust level of user engagement. Do you know and understand what the mobile platform mix is with your user and prospect base?
Mobile applications will continue to become more tightly integrated into B2B platforms and tools and marketers should be thinking about how this will impact the tactics you have planned. In addition to connecting via the web browser on a computer, social media is increasingly being used via mobile devices, which speeds the flow of communications. Additionally, location-based capabilities are becoming common place and this is another exciting area for B2B marketers to include in your strategizing for next year.
In a previous blog post, I wrote about the advantages of incorporating a virtual event hub with physical events and, in some instances, as a substitute. With your event planning, your team should be including a mobile component with your 2010 tradeshow and events execution. Not only can mobile be used for marketing prior to an event to drive attendees to your booth or presentations, but also during an event using social media for real-time conversations or via an opt-in database for regular updates during the event and as a means to follow-up after the events.
While adoption of mobile applications and incorporating mobile into existing applications is accelerating, don’t miss out on ways to leverage this powerful communications channel as you put the finishing touches on your marketing roadmap for 2010.