Business users are without doubt consumers too and they would be expecting the same kind of integrated digital experience that brands such as Red Bull or Coca Cola might be offering. The challenge when targeting these users is to be able to create the same digital experience that they would fit their preferences and needs.
For instance, companies such as IBM and American Express have been able to successfully pave the way of the B2B omni-channel by issuing targeted digital content that were relevant to specific users. These initiatives do not just revolve around using flashy websites. They boil down to offline activities, mobile-optimized elements and dynamic contents. The contents design personalized digital experience.
When it comes to using omni-channel marketing, B2B marketers would have to make use of a channel that B2C marketers have been using for years now, the mobile platform. From a report by Forrester, it is predicted that 1 out of every 5 sales will be made out of results from information collected from wearable devices by 2020.
The mobile strategy would need to start by considering a holistic approach to content execution. Factors such as persona profiling, design, content theme and distribution would have to be taken into consideration. Marketers would not need to assume that a 8000px infographic that was popular among desktop users would have the same popularity among mobile users.
The focus would have to be on micro-content. Marketing efforts for mobile would revolve around rendering content bite-size to cater for the limited attention span and busy schedule of mobile users on the go.