Mobile Isn’t for B2B or B2C, It’s for Everyone
The other day I was having a discussion about mobile with a friend who works for a large B2B brand. I was explaining my opinion that mobile is one of the most important considerations for your modern digital marketing mix and you couldn’t possibly overvalue it at this point. My friend pushed back and said something along the lines of: “Well, we’re B2B so mobile doesn’t really matter to us.” Of course, I responded noting that mobile is not a “B2B” or “B2C” thing, it’s simply how the world functions and there is expectation of a great experience with your brand across all devices.
It dawned on me that this is a parallel to the rapid growth of social years ago. It’s easy to recall a day most conservative business brands were scoffing at using tools like blogs, Twitter, and other social sites as channels to reach their audiences because they either didn’t take the tools seriously or simply didn’t understand how to use them for marketing purposes. Similar to social, however, most marketers are now seeing the value and increasing their budgets here in 2013.