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How 3 Global Marketers Are Approaching Mobile

As you'd suspect, social media and the fast proliferation of apps were hot topics at  Eloqua Experience Europe this week. But global marketers had another concern on their minds: mobile.

As the event's keynote speaker, David Meerman Scott, noted: there are more mobile communication devices than toothbrushes in the world?

Clearly, globally-minded marketers can't afford to sit mobile out. So we asked a few how they are making their marketing more mobile.

For Eytan Abrahams, Digital Strategy Manager at Penton Media, the most important thing is to make sure your marketing assets are optimized for an increasingly mobile audience - even if you're a B2B marketer. "Gone are the days where optimizing emails and landing pages for mobile devices was a task primarily of the B2C marketer," he said. "The proliferation of Apple and Android devices across the enterprise is something that that B2B marketers need to be cognizant of, and serve appropriately. You don't get a second chance. A large proportion of people delete emails on their mobile device, if they're not mobile friendly.”

Facebook brand pages and LinkedIn groups aside, people are still going to visit your website, so you better make sure it works for mobile, said Amie King, CRM Team Leader at Sportingbet. “Whether your company is B2B or B2C, the website experience provided must be equally as good on a mobile device as it is on any other computer. People are on the move and increasingly turning to their mobile for information. The user experience should be similar no matter what device someone uses.”

King said her company is adding features for mobile that enrich the customer experience. “We added Blackberry instant messenger (BBM) as a communication channel for our customers. These customers had to opt-in and once they did, Sportingbet used the channel to send fun and interesting content.

For example, if there is a big sporting event approaching, we can send a message to Blackberry subscribers who opted in with instant tips related to the event. We’ll even offer insight from a local pundit through BBM. we're sending relevant, light, short tidbits which are easy to consume.”

“Roughly 90% of text messages are read within the first three minutes,” said Pinder Takhar, Marketing Manager at Dialogue, an Eloqua AppCloud partner. “Mobile is a channel that marketers simply can’t ignore and it really should be part of their mix. SMS doesn’t require a tremendous amount of effort and response rates are high. With email, an internet connection is always required which is not the case with SMS.”

Texting can also be an efficient way for B2B marketers to get their webinars and events in front of leads, Takhar added. “I see lots of B2B marketers taking advantage of SMS for event reminders. Sending potential attendees a reminder the day of the webinar to improve attendance rates.”

Are you using mobile as part of your marketing strategy and how do you incorporate mobile in your multi-channel efforts?

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