Mobile marketing taking off for B2B firms

Mobile marketing has risen to prominence in consumer-facing industries, but it's finally gaining a foothold on the B2B side. Research organization ABM found B2B marketing campaigns are increasingly including mobile. This tactic has rapidly grown in popularity in the past year. However, ABM noted that mobile isn't a solo marketing strategy. It needs to be part of the larger mix, particularly when it comes to content and email. 

Here are some areas where B2B marketers can utilize mobile to create a better customer experience:

1. Direct communication
Email is still highly relevant in advertising campaigns, but you need to be sure it's optimized for mobile viewing, according to Marketing magazine, an Australian industry publication. This goes beyond how the message appears on a smartphone. If the email includes links, they need to direct to a mobile-optimized website. Gaining higher click-thrus from mobile won't matter much if visitors can't use the site. 

2. Events
As mobile devices become a more significant part of people's daily lives, mobile marketing has greater opportunities at trade shows. It's useful because it can help you boost engagement. If leads are downloading related content or joining discussions about the event, it's a chance to measure the effectiveness of a marketing strategy.