Android phones and Apple’s iPhones have revolutionized the use of internet. It is hard to believe that only a decade ago people would have to sit down in front of a desktop just to get online. Nowadays, browsing, surfing, posting pics, and checking emails can all be done practically anywhere. There’s also the contribution of WiFi.
All these new conveniences further narrow the gap between people on the go, whether its work associates or family members. Speaking of the former though, that only means you can expect big change in marketing because of the new ways people communicate.
Take Android for example. While Google already tracks some online user behavior on its Android operating system, the company has also begun rewarding participants who sign up for deeper monitoring. As the number of mobile users globally reached 6.8 billion by the end of 2013—with 2.7 billion people using the Internet, the majority of whom accessing the service through mobile devices—there is a need for business to adapt and be ready to deal with an increasing demand on information through mobile devices. Estimates by international research institutes within the telecom industry forecast that mobile subscribers worldwide will reach seven billion by the end of 2013, 7.5 billion by the end of 2014 and 8.5 billion by the end of 2016.
Now B2B marketers should not be overwhelmed by these staggering statistics on mobile users. Online marketing will not lose its touch; marketers just need to adapt with the technology in order to keep their businesses afloat.
Technology is fast evolving. Along with it are the needs of the users. Programmers need to know how they should meet up with the expectations. This goes the same for B2B marketers; their methods of advertising with mobility amidst the app programs and constantly changing Operating Systems.
Just to cite a few examples, look at the difference between a mobile-friendly site and a website that you’re just forcibly squeezing through the small window of a smartphone browser. What is the difference between marketing with an app and marketing with a mobile site?
What you need to remember most of all though is that mobile, like the internet before it, is another new frontier for marketing. There are just as many new questions popping out as there are answers.
One thing’s for certain though, even B2B organizations will find themselves heading there in the very near future.