It’s definitely something they should consider, according to Doug Kessler of Velocity Partners, in a recent post on the topic at B2B Marketing Online.
We’ve been chatting about the power of mobile marketing for some time now, but for many B2C brands and companies, 2008 was really the year to break into mobile marketing, Doug says.
With faster networks, advanced devices with browsing capabilities and flat-rate data plans, mobile web marketing has been gaining tremendous ground.
“It’s not surprising that marketers are excited by all this. There are nearly four billion mobile devices in the world and each one spends all day, every day with its owner. This isn’t just a new medium, it’s a potential juggernaut that could one day dwarf the desktop web.”
He predicts that every B2B company will have a presence on the mobile web with at least one mobile website. Check out his five principles of positive mobile web experiences that have developed from early successes using the medium.
If you’re looking to put your business on the mobile map, you should also read this free eBook: Marketing your small business on the mobile Web. mobiThinking released the eBook last month, explaining how any business can and should get started on the mobile web.
Whether you’re marketing training products or software, mobile marketing is something you should seriously consider and start learning about now before finding out you’re lagging behind the curve.
Marketing your business on the mobile Web
Posted in b2b marketing, web 2.0
Tagged b2b marketing, business to business marketing, business to business website content, internet marketing, marketing ideas, mobile marketing, mobile web, new marketing ideas, small business marketing ideas, tips for small business marketing, web 2.0, Web marketing
Permission-based email marketing campaigns reach further than ecommerce transactions, having a greater impact on offline sales than once thought, according to a new email marketing survey.
The survey, by Epsilon Data Management, found that 67% of those polled said they purchased products offline as a direct result of receiving a commercial email.
The findings also revealed that 57% feel more positive about companies that send them email, and 40% indicated that email correspondence increases the likelihood that they will make a future purchase.
“A majority of people receiving emails sent by companies from which they purchase products/services admitted that their overall impression of the sending company is positively improved because of the email. This telling stat provides direct evidence that companies can develop and foster a positive image with even the most casual of customers by reaching out via email often remember email post-purchase.”
Email also helps to build company-consumer relationships, according to the survey. The number of people who enjoy recieving emails from companies in which they are registered has risen significantly in the past three years.
When asked, “I like receiving email from companies I’ve registered with: even if I don’t always read it, it’s good to know it will be there when I’m ready for it.” 84% of respondents gave a positive answer.
“Email is a vital link between marketer and consumer that can provide companies with rich information about their products and services. Email extends well beyond the boundaries of opens and clicks, and must be optimized and measured as an important part of the overall media mix.”
Read Epsilon’s full email branding study.
It’s a well-known fact that the cost of keeping an existing customer is much less than trying to attract a new one. Still, many businesses refuse to listen.
Businesses that don’t understand the long-term value of customer loyalty tend to spend incredible amounts of money on marketing and advertising to attract new customers, while neglecting their existing customer base.
Especially when your business is going through tough times, focusing your efforts on existing customers is critical to your success.
It is consistently found that 60% to 80% of a business’ lost customers are either ‘very satisfied’ or simply ‘satisfied’ right before they take their loyalty elsewhere, according to a recent Business Week Tip.
Here’s how Richard D. Hanks, Tip author and president of Mindshare Technologies, differentiates between a ‘satisfied’ and ‘loyal’ customer:
- Focus on price
- Shop around for bargains
- Run to a competitor if you mess up
- Don’t provide critical word-of-mouth advertising
- Buy less and test your competitor’s products and services
- Are easily lured away by competition
- Focus on value
- Reward you with loyal patronage
- Are forgiving of an occasional slip-up
- Shout your praises and recommend you to their friends
- Buy more and sample across product and service lines
- Are resistant to competition
Hank’s advice on customer loyalty: “Since drivers of loyalty are different across industries, I suggest you invest the resources to determine which parts of your product service mix are the key drivers of loyalty for your business.”
How does your company work to improve customer loyalty? What advice do you have for businesses looking to attract new customers while trying to still focus on existing customer loyalty?
We’re all tired of hearing about how bad business is, how bad it’s going to be and how we all wish it could be how it used to, because none of those conversations work to get anything accomplished. My Creative Team agrees:
Don’t just sit there in a funk. The media news may be gloomy but you don’t have to succumb. Be proactive.
They recently put together a new iPaper full of 50 One-A-Day Marketing Vitamins your business can start implementing today.
These are just a few of our favorite marketing ideas:
- Send handwritten notes to your best customers, thanking them for the part they have played in your success.
- Solicit customer feedback. Call a customer at random just to thank him for the business he has given you, and ask how his business is going. Then, listen.
- Gather competitors’ ads and literature to see what they are promoting, and how they are approaching their target market.
- Find an example of where you knocked it out of the park for a client and then write a case study about it.
- Conduct a free seminar for your target audience on your area of expertise.
For more great marketing ideas, take a look for yourself:
Posted in Uncategorized
Tagged b2b marketing, business to business lead generation strategy, business to business marketing, customer loyalty, customer value, internet marketing, marketing ideas, new marketing ideas, small business marketing ideas, tips for small business marketing, writing web content tips
If you’re a marketer in search of a better way to tie your sales and marketing efforts together and have five minutes to spare, watch this video.
The video is from BNET’s Selling Power Daily Report, a series of online videos tailored for the busiest of business professionals.
In this video, Joan Kratz, senior vice president of marketing at Premiere Global, explains how technology has proven to be more effective than direct mail when it comes to prospecting and lead generation.
Only five minutes long and worth the watch. I would have embedded it directly into this blog, but WordPress isn’t accepting it. So, head on over to BNET and watch Technology Enabled Marketing.
Posted in b2b marketing, Email marketing, web 2.0
Tagged b2b marketing, business to business marketing, marketing, marketing ideas, new marketing ideas, online marketing, sales, technology, Web marketing