Any business should have a mobile strategy at its heart. This applies as much in the B2B arena as anywhere else—mobile web is incredibly influential and is becoming a vital link in the process of capturing buyers, and with so many people using mobile devices it’s important to get on board. If you plan your mobile strategy well enough there’s nothing to stop you from getting great results, and if you remember a few key considerations it can get off to a flying start.
The first thing you need to do is make sure the mobile experience will translate across different devices. You should be developing strategies that will work just as well on the Android platform as it will on Apple’s, for example, thereby ensuring you’re giving a convenient and familiar user experience no matter what format is chosen. Ideally you’ll want to focus your endeavours on the device and even industry that you’re currently getting the most traffic from, ensuring you’re capturing those potential buyers first.
Then you need to consider social networking. Effective integration should be at the heart of any mobile campaign—social media is more important in the mobile arena than it is in the world of desktops, and achieving the necessary level of integration could be as easy as incorporating sharing features into the mobile experience.
You might also be wondering whether you need to opt for a mobile site or a mobile app, and that all comes down to your budget and individual requirements. A mobile site is essential in order to recreate the experience of the website onto a mobile device and should therefore be vital for companies of all kinds, but if you want to offer additional functionality (and have the budget to do so) then there’s nothing wrong with developing an app too.
Devising a B2B mobile strategy that works is all about giving customers the functionality and user experience they need in the mobile arena, and with the right kind of planning it could be a resounding success.