As a business strategy consulting working with businesses from multiple market sectors on an international basis there are certain trends that are so dominant that for ongoing consulting and training sessions I cannot help but point them out.
One of these trends is the astounding use of mobile devices (smart phones, iPads, tablet computers & other mobile devices) by the population at large. Of course it could be pointed out that this is mainly for personal & social purposes; however – the business person must also consider those business purchasers looking for information (as we consider business to business marketing) and; those end user clients who are out searching for news and information using their mobile devices. Given the small screen size, it is becoming critical not to present searchers with a full blow website but with the reduced options given by your business mobile website.
One of the things to point out is that for those searching for news and information using their mobile devices is that they probably are not looking to read essays on your company, latest press releases and full length biographies concerning your business’ executive staff.
More to the point is that they wish to contact your company and find out where you are located. Granted, in some cases it may be that internet searchers are looking for detailed information but for the purpose of the mobile website – I am of the opinion that ‘less is more’. That is to say – when it comes to the options given on a mobile website, present the user with contact details and location information as a basis and; give them the option to access the full blow business wesbite as well.
As a business strategy consultant I am pointing out the fact that the options presented in your mobile marketing business website should be a subset of your ongoing business strategy (not an afterthought or something passed on to someone in the company who has some technical information & knowhow !).
What we call a ‘tap to call’ mobile marketing wesbite will be sufficient for the majority of businesses; this would in most cases have location map details included allowing the searcher to easily contact your company (and will have the option to access your full website).
Managers and business leaders – please do not relegate the decision making regarding the mobile business website that your company must have down to the technical staff. Bring the decision and strategy direction up to the business level discussions where revenue generation is being considered and how the company can bring more customers into the marketing funnel.
Mobile marketing business strategy is included as a full session in my consulting and training work – if you’d like to engage with a consultant with an international perspective and experience in working with multiple blue chip organisations, feel free to get in touch in order to discuss your business and internet [including mobile] marketing strategy today.
To your business success,
-Stephen C Campbell
One of the programs that I run in companies and in public seminars is that of Business To Business Branding [Marketing & OEM Development]. Why is this topic so much in demand ? Because in the interconnected world and economy that we live in, more and more business are dependant on selling their Products and Services to other businesses. That is to say, the bulk of the marketing activities are focusses on individual customers within other companies as opposed to final end user individual consumers.
The point to be highlighted is that there are specific differences and complexities when it comes to the branding and marketing process as related to selling to other companies. Most marketing material and branding specifics are based on targetting end user consumers.
Let’s briefly explore this further in terms of the sale of television sets.
Business To Consumer : The electrical outlet store is focussed on selling A TV to the couple, student or individual – they may focus on how they television will look in their home, how easy it is to use and how they can maybe spread the cost over a period of time.
Business To Business : Or OEM [Original Equipment Manufacturer] situations where a TV manufacturer is selling its TV sets to other businesses, they may rebrand and sell to the end user or sell as is to the end user on a distribution basis. The focus of the branding and marketing efforts are on the needs of the BUSINESS that is performing the rebranding or that will be distributing the televisions regionally, nationally or globally. The sale quantities will be in the 1000s or 10000s, focus will be on supply chain, on time delivery and of the quality of the Tvs. The decision whether or not to purchase will depend on group decisions within the purchasing company – as opposed to the individual who purchased the television for their living room.
These basis distinctions above is fed into the Brand Equity equation and we work through this throughout the training based around Business To Business Marketing And Branding.
Hope you found this useful, feel free to get in touch if you have any comments or if you would like to take on some Business to Business Consulting or Training within your organisation.
To your business to business marketing and branding success,
-Stephen C Campbell
PS : For a summary of the Business to Business Marketing & Branding seminar and consulting process that I employ visit Business Branding & Marketing Consulting Process.
The visual and audio summary of the Business To Business Marketing and Branding seminar and consulting process that I follow may be viewed/listened to in the video below for those who prefer to take in information from an audio and visual perspective :-
For a quick rundown of the sections that we will go through should you employ me to conduct consulting/training in your organization is as follows :-
- Differences Between B2C & B2B Branding
- Branding Dimensions
- Branding Process
- Branding Pitfalls
- Case Studies
Reasoning behind the structure is to first give a grounding in the fundamentals of the topic, to look at some of the terminology and establish the overall framework and methodology for marketing and establish branding excellence to other organizations as opposed to the more common marketing and branding targeted to individual consumers.
It is important to make clear distinctions between the branding and marketing process in terms of the goal of selling products and services to other organizations. Whether your business to business marketing efforts are for the purpose of the partner company reselling your products as a component of their finished product [as part of an OEM business partnership] or; for the purpose of the partner organisation reselling or distributing your product – there are key fundamentals that need to be brought to mind and paid attention to if one organisation is going to be successful selling to another as the success of the selling company and the one selling to the end user are tied.
The Equity of the Brand is explored in the “Branding Dimensions” section and gives the marketer the fundamental business parameters on which to focus on in order to raise the equity of the brand in order to make the selling, marketing of the organization’s products and/or services run more smoothly.
The “Branding Process” section deals with some of the organizational complexities that need to be address if successful B2B Branding and Marketing ongoing campaigns are to be executed within the company. Ownership and management involvement is a key component that is addressed as this is one of the reasons why companies fail to make as much out of the B2B Products & Services as they otherwise could be if they do not adopt some of the structure and process management highlighted within this consulting process.
Finally we look at why some organizations fail in their B2B marketing and branding efforts by examining real life cases in order to extract the key learnings so we make sure that we do not make the same mistakes.
Do get in touch if you would like to discuss receiving some B2B branding and/or marketing consulting and training within your company.
-Stephen C Campbell
I was reading an interesting article the other day about the Billions, yes Billions of dollars that GE as a company adds to its bottom line in additional revenue because of the power of the GE brand. The question I ask myself, consulting clients and seminar attendees is – how much does your brand allow you to …
- charge more for your products and services
- get referrals
- get clients coming to you
- add to your bottomline revenue ..
… and the list could go on. Of course, what we are talking about here is the amount of Brand Equity that we have in the market place that can be translated into revenues.
Now, depending on what business you are in, you may develop a strategic plan to base your brand equity around what you consider to be your strength in the market place. This could be in the …
- supply chain
- technology innovation
- product quality
- technical support
… and other aspects of the business that can be used to differentiate you from the competition.
It is of course important to state that what any company focusses on may radically change based upon whether they are focussing their efforts on …
Business To Business or in the Business To Consumer
… marketing strategy development and branding activities.