how mobile technology is changing the shape of b2b marketing

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  • How Mobile Technology is Changing the Shape of B2B Marketing

  • Rocket Farm Studios Confidential

    Rocket Farm Studios: A Digital Products Consultancy

    Google (Android,

    ChromeOS, Wear)

    Cloud (AWS, Heroku, MongoDB,

    PostgreSQL, Node.js, ...)

    Apple (iOS, tvOS,

    macOS, watchOS)

  • Rocket Farm Studios Confidential

    Who We Are

    Boston-based team, national clients

    Experts in native app design and development

    Experts in highly-scalable systems

    Our mission: create new businesses through mobile

  • Rocket Farm Studios Confidential

    Rocket Farm: End to End Consulting

    Strategy Design Development Deploy

    Whats Possible

    Business Modeling

    Financial Plan

    Organization Plan

    Technology Plan

    Agile Development

    UX Testing

    Operations Setup

    Launch Prep

    QA

    User Experience (UX)Identity (visual, sound,

    motion)Architecture

    Data Design and Plan

    Launch Support

    Data Analysis

    Planning

  • Rocket Farm Studios Confidential

  • Rocket Farm Studios Confidential

    We live in a mobile-first world

  • Rocket Farm Studios Confidential

    We live in a mobile first world

    59% of digital shopping occurs on mobile. 74% will return to a mobile-friendly site. 54% are less likely to engage with a company with

    no mobile presence.

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    Mobile Buying Trends

    B2B mobile queries have tripled since 2012. 42% use mobile to research during B2B purchasing

    processes. 49% of B2B researchers use mobile devices to

    conduct research while at work.

    People are making the buying decisions on mobile.

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    Conclusion #1

    To be a competitive business, its not just having a mobile presence; its putting mobile first.

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    Mobile Web vs Mobile Apps?

  • Rocket Farm Studios Confidential

    Mobile Web vs Mobile App

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    Mobile Web vs Mobile App?

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    Why Mobile Apps Win

    Looks better. Performs better. Well integrated with all aspects of the device. More transactional. Apps are more marketable.

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    Conclusion #2

    Your mobile strategy should start with a great app, not a mobile website.

  • Rocket Farm Studios Confidential

    Why Your App is Your Best Marketing Tool

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    Retaining Customers

    Great apps build customer loyalty. 61% have better opinions of brands if they get a

    great mobile experience. 60% of coupon users would gladly switch brands to

    use a coupon. 66% of companies that saw a decrease in customer

    loyalty last year do not have a mobile app.

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    Loyalty = Viral Marketing

    92% of Americans trust recommendations from family or friends.

    57% of users say they wont recommend a business with a poorly designed mobile site.

    From Pokemon Go to SnapChat to DropBox to Waze, great apps will go viral with very little spend on actual marketing.

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    How Apps Enable Word of Mouth

    Ability to ask satisfied customers for referrals and ratings via direct messages & push notifications.

    Ability to provide personalized referral codes. Offer rewards and bonuses. More likely to tell friends & family.

    Target your early adopters who are usually your best evangelists.

  • Rocket Farm Studios Confidential

    Conclusion #3

    Great mobile apps BEGETS great customer loyalty BEGETS great viral marketing.

  • Rocket Farm Studios Confidential

    Build Apps with Marketing in Mind

  • Rocket Farm Studios Confidential

    Build Apps with Marketing in Mind

    Always think of your business as mobile-first. Build a visually pleasing and simple UI. Concentrate on your in-app messaging platform. Build a loyalty program with referral rewards. Provide features in-app that saves users time and

    energy. Listen to user feedback and give them what they

    want.

  • Rocket Farm Studios Confidential

    Case Study: Sheet Music Direct PlayAlong

  • Rocket Farm Studios Confidential

    Case Study: Sheet Music Direct PlayAlong

    Leading sheet music company branching to digital.

    Targeting amature to professional musicians (SMBs).

    App designed to push into mobile space and create more loyalty.

    Challenging app to build due to various UX needs and features.

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    Case Study: Sheet Music Direct PlayAlong

    Loyalty:

    Frequently updated store - lots of new choices Immersive playback - practice experience Mobile recording studioVirality:

    Designed to be front and center of music gigs, seen by musicians

    You can share your recordings

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    Challenges Creating Mobile Apps

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    New App Reluctance

    49% downloaded no new apps in the last month. Users mostly use only 5 apps. The top 25 most popular apps dont really change:

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    Retention is Hard

    Nearly 1 in 4 users abandon an app after just one use.

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    Why Users Leave

    Poor onboarding experience. Privacy concerns. Competitive apps (easy to make clones). Ad clutter. Technical glitches. BAD USER EXPERIENCE!

  • Rocket Farm Studios Confidential

    Conclusion #4

    If your app is bad, you wont get many more chances.

  • Rocket Farm Studios Confidential

    Final Word

    Make mobile a priority.

    And do it right.

  • Rocket Farm Studios Confidential

    Sources https://sbmarketingstrategy.files.wordpress.com/2015/01/emarketer_us_time_spent

    _with_media-emarketers_updated_estimates_for_2014.pdf https://www.mobilestrategies360.com/2016/02/22/exclusive-most-popular-androi

    d-retail-apps-us https://www.thinkwithgoogle.com/intl/en-gb/research-studies/what-users-want-mo

    st-from-mobile-sites-today.html http://searchengineland.com/3-reasons-b2b-marketers-must-embrace-mobile-now-

    240820 https://www.thinkwithgoogle.com/articles/the-changing-face-b2b-marketing.html https://smallbiztrends.com/2016/09/using-apps-to-build-customer-loyalty.html http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobil

    e-marketing-statistics/ http://www.comscore.com/Insights/Data-Mine/Top-25-Mobile-Apps-Dominated-By

    -The-Largest-Digital-Media-Brands http://info.localytics.com/blog/app-retention-improves

    https://sbmarketingstrategy.files.wordpress.com/2015/01/emarketer_us_time_spent_with_media-emarketers_updated_estimates_for_2014.pdfhttps://sbmarketingstrategy.files.wordpress.com/2015/01/emarketer_us_time_spent_with_media-emarketers_updated_estimates_for_2014.pdfhttps://sbmarketingstrategy.files.wordpress.com/2015/01/emarketer_us_time_spent_with_media-emarketers_updated_estimates_for_2014.pdfhttps://www.mobilestrategies360.com/2016/02/22/exclusive-most-popular-android-retail-apps-ushttps://www.mobilestrategies360.com/2016/02/22/exclusive-most-popular-android-retail-apps-ushttps://www.mobilestrategies360.com/2016/02/22/exclusive-most-popular-android-retail-apps-ushttps://www.thinkwithgoogle.com/intl/en-gb/research-studies/what-users-want-most-from-mobile-sites-today.htmlhttps://www.thinkwithgoogle.com/intl/en-gb/research-studies/what-users-want-most-from-mobile-sites-today.htmlhttps://www.thinkwithgoogle.com/intl/en-gb/research-studies/what-users-want-most-from-mobile-sites-today.htmlhttp://searchengineland.com/3-reasons-b2b-marketers-must-embrace-mobile-now-240820http://searchengineland.com/3-reasons-b2b-marketers-must-embrace-mobile-now-240820http://searchengineland.com/3-reasons-b2b-marketers-must-embrace-mobile-now-240820https://www.thinkwithgoogle.com/articles/the-changing-face-b2b-marketing.htmlhttps://www.thinkwithgoogle.com/articles/the-changing-face-b2b-marketing.htmlhttps://smallbiztrends.com/2016/09/using-apps-to-build-customer-loyalty.htmlhttps://smallbiztrends.com/2016/09/using-apps-to-build-customer-loyalty.htmlhttp://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/http://www.comscore.com/Insights/Data-Mine/Top-25-Mobile-Apps-Dominated-By-The-Largest-Digital-Media-Brandshttp://www.comscore.com/Insights/Data-Mine/Top-25-Mobile-Apps-Dominated-By-The-Largest-Digital-Media-Brandshttp://www.comscore.com/Insights/Data-Mine/Top-25-Mobile-Apps-Dominated-By-The-Largest-Digital-Media-Brandshttp://info.localytics.com/blog/app-retention-improveshttp://info.localytics.com/blog/app-retention-improves

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