Mike Templeman: Preparing Your Digital Marketing Strategy for the “Mobile Moment”

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B2B marketers now have to make mobile a cornerstone of their digital marketing strategy. Every year more and more people are using cellphones and tablets to check social media and their email accounts. If businesses are not ready for mobile hits, they will not be able to connect with potential clients.

An interesting yet scary aspect of mobile is that everything happens almost instantly. Someone takes their phone out, checks a web page or account, and then puts their phone back in their pocket. There is no room for error in this process. If a picture does not load properly or the text is jumbled up, the user will just move on.

Josh Bernoff at Forrester Research refers to this phenomenon as the “mobile moment.” Here is how he describes it exactly:

“Business competition has now focused down to the mobile moment — the point in time and space when someone pulls out a mobile device to get what he or she wants immediately, in context. Win in that moment, and you have his or her loyalty. Fail to be there, or screw it up, and an entrepreneur will do a better job and steal your customer.”

Everything is determined in those few seconds. If your site does not load fast on mobile devices, the user probably won’t make the mistake of visiting it twice. Potential clients would sooner move to another business’ web page before waiting for yours to load.

On the other hand, if businesses invest in mobile B2B marketing, they will have a good chance at recruiting and retaining potential clients. There are many different resources and strategies a business can use to optimize their website on mobile devices. In addition, businesses should be practicing social B2B marketing so they can be reached on mobile apps such as Facebook, Twitter and LinkedIn. An investment in mobile marketing is one of the best ways a business can spend its money today.