For B2Bs, Mobile Is Key to Unlocking Sales and loyalty
[ 08.02.2013 ]
“Fifty percent of the C-suite use tablets, with particularly heavy usage in the morning and evening ... ”
As Ogilvy & Mather’s director of digital strategy, Jeff Stokvis works closely with the agency’s B2B clients and is a member of Ogilvy’s Mobile@Ogilvy cross-functional working group. Stokvis spoke with eMarketer’s Tobi Elkin for the B2B Perspectives series about the ways mobile is changing how B2B marketers communicate and the untapped business opportunities that mobile offers them.
eMarketer: Is there a low awareness among B2B marketers about the impact that mobile can have on their business?
Stokvis: Most B2B marketers are certainly aware of and have a broad understanding of the importance of mobile. There tends to be a little confusion as to where to get started across the spectrum of their enterprise and business, where to focus, and how to come up with a strategy that’s broad enough to be enterprise-wide yet narrow enough to deliver on specific business objectives.
eMarketer: Are things like content marketing, lead generation and other tactics more effective and impactful when a B2B marketer uses the mobile channel?
Stokvis: Yes, certainly in some cases they are. Smart mobile devices provide entirely new paradigms for interactivity because they’re in your hands, they have touchscreens, GPS and cameras. Mobile opens up entirely new and creative ways to interact with target audiences. It gives you the ability to create experiences that did not exist before, to deliver content and create a value exchange with your target audiences in order to generate leads, as well as conversation and dialogue. Fifty percent of the C-suite use tablets, with particularly heavy usage in the morning and evening—times when they are likely to have the opportunity to consume more in-depth content.
more details: www.emarketer.com
As Ogilvy & Mather’s director of digital strategy, Jeff Stokvis works closely with the agency’s B2B clients and is a member of Ogilvy’s Mobile@Ogilvy cross-functional working group. Stokvis spoke with eMarketer’s Tobi Elkin for the B2B Perspectives series about the ways mobile is changing how B2B marketers communicate and the untapped business opportunities that mobile offers them.
eMarketer: Is there a low awareness among B2B marketers about the impact that mobile can have on their business?
Stokvis: Most B2B marketers are certainly aware of and have a broad understanding of the importance of mobile. There tends to be a little confusion as to where to get started across the spectrum of their enterprise and business, where to focus, and how to come up with a strategy that’s broad enough to be enterprise-wide yet narrow enough to deliver on specific business objectives.
eMarketer: Are things like content marketing, lead generation and other tactics more effective and impactful when a B2B marketer uses the mobile channel?
Stokvis: Yes, certainly in some cases they are. Smart mobile devices provide entirely new paradigms for interactivity because they’re in your hands, they have touchscreens, GPS and cameras. Mobile opens up entirely new and creative ways to interact with target audiences. It gives you the ability to create experiences that did not exist before, to deliver content and create a value exchange with your target audiences in order to generate leads, as well as conversation and dialogue. Fifty percent of the C-suite use tablets, with particularly heavy usage in the morning and evening—times when they are likely to have the opportunity to consume more in-depth content.
more details: www.emarketer.com