by: Jan Loyola
While the use of standard phones in marketing has already matured and an adept b2b telemarketing company can capably utilizing it for cold calling and b2b appointment setting, the true depth and marketing use of smart phones and other mobile communication devices still continues to be explored. Two platforms for mobile lead generation are currently in popular use, but which is the better lead generation tool for mobile devices?
When smart phones first emerged in the market, the need to provide a mobile version of company websites was heightened by the steadily growing dependence on mobile devices. As search engines fought to take control of the mobile market, businesses likewise fought for more quality sales leads against mobile competitors in their own industries. Any good lead generation company would always propose a mobile version for company websites to conduct a successful lead generation campaign.
For business and companies who are either just starting out or have a lesser market share, mobile website are important because it facilitates their being found on search engines. These mobile sites can be optimized with search engine optimization, allowing for better visibility.
As mobile devices became more and more advanced, more functions became possible. The appeal of gamification, the strategy of adding gaming mechanics to non-game contexts, also contributed to the rise of mobile apps. These applications also allowed large amounts of data to be readily available to users, with a lot of apps offering offline capabilities. Because of this, marketers are able to add more features to their mobile offering, improving targeting, information sharing, and user-experience.
Mobile apps are more effectively used by companies whose sales leads are already familiar with their brand such as Twitter, Facebook, LinkedIn, and Instagram. Such brands are regularly checked by their clients on a daily basis, so downloading the app for immediate access is only logical.
Both platforms are capable of adding a significant boost to mobile b2b lead generation with the proper implementation. However, mobile websites tend to be more popular due to the significant difference in cost. For businesses that have tight budgets, a mobile app may seem like too much of a stretch. Also, owing to the fact that a mobile website is basically just a smaller version of a company’s existing website, metrics, analytics and maintenance do not require any radical new approach.
If you wish to improve your company’s market share in the mobile market, and you have the budget, then it is advisable to have both a mobile app for your existing clients to carry around and a mobile website so that you can be easily discovered by potential business sales leads.