At a time when mobile and tablet technology is at its peak, it would be highly accurate to state that one of the biggest gainers from this boom has been the e-commerce section. For B2C or Business to Consumer ecommerce services, the mobile first approach has helped bump up sales by as much as 100%. Taking note of the same, B2B or Business-to-Business ecommerce services are also planning to capitalize on the same. However, is it as viable for B2B e-commerce, as it has been for B2C services? Let us go ahead and try to analyze that.
Why should B2B services embrace the mobile first approach
Everything is going mobile- there is no doubt about that. The technologies at workplace are becoming less corporate, as workers demand to use their personal tablets and smartphone for accessing company details. As per Cisco’s research, over 90% of US workers use their personal devices for work purposes. The implication- mobile marketing can help push B2B services faster and better.
As compared to the 22% open rate for email marketing, marketing texts provide a 98% open rate, as per the estimates by Frost & Sullivan. With an expansion in mobile marketing options, including QR Codes, mobile emails, push services and location-specific marketing, there is no dearth to the options available for B2B services.
The mobile market is expected to witness a 28% growth over the next 4 years. This mass acceptance is a sign of how business conversations will be conducted on mobile devices in the coming years.
What do they need to know before going mobile first?
While all this may paint too rosy a picture for B2B services, a few problems exist. With a mobile-first approach, the major issue is an experience that will not be fully optimized for the user’s device. Further, a B2B user will make use of the website differently on a mobile device, as compared to PCs and laptops.
For instance, think of a large-equipment manufacturer that also sells replacement and service parts. Over 75% of users, visiting its website from mobile devices will look for instructions, parts, assembly designs or any other topic related to troubleshooting. Those visiting from tablets/laptops will have a much broader use-case. This is common sense- the analytics needed by B2B for going mobile-first require a different approach and algorithm.
What do B2B services need to consider?
The basic thing to be kept in mind while going mobile first is to research well, test thorough and refine as needed. Additionally, unlike B2C, a single app will not work for B2B services. A tool suite that aligns with their business strategy; as well as augments the sales process is needed. The basic purpose of an app is to be light and fast- do not forget that while trying to follow the previous point. Striking the right balance is key here.
For a company to be successful in mobile enablement efforts, the products (apps) should be capable of providing a useful and amazing user experience. Failing to implement the program with the maximum possible accuracy will lead to loss of opportunities and stalled innovation- something that no business can afford.