A mobile app was a added to design work offered to these business clients based in the States. Situated on the East Coast of the States this client has briefed Yeah Can on two projects. Both of these projects deal with services to consumers. The one serves a market making a traveler’s life easier and the other one the pet market.

In each case, the site is the start of a new portal serving a specific market. The mobile app that is being developed is especially useful for travellers. It’s something the business people behind the concept have experienced themselves.

They found themselves in trouble when heading to a business meeting and one of them managed to spill food onto their smart business clothes. Where to find a quick and reliable dry cleaning service in a city which they didn’t know?

From this dilemma the CleanTie business was conceptualised and founded. It’s an online service telling people where their nearest dry cleaning facility is located. A mobile app is an obvious addition to this website as your normal business person will definitely want to use their smartphone to find the nearest service provider.

It ended up being an easy project for Yeah Can as the designs had already been done for the website and it was now only a matter of adapting them to work well on smartphones and tablets. A great ad-on to the websites. Happy Yeah Can and very happy clients! View their CleanTie site here!

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Mobile phone users are online anywhere

Mobile phones take over from the computer
During 2014 mobile phone sales are expected to reach 1.9 billion units. What is even more significant is that smart phones are expected to account for two-thirds of this total.

There is no more growth in the sale of PCs, that is desktop and laptop computers. Analysts think that the best case scenario is in fact that there will be some replacement PC sales. That’s a terminally serious death knell for the desktop computer industry.

An interesting talk by Mitch Joel at INBOUND included a chart that showed that there are more people  who have phones than people who have electricity. And in fact there are a lot more phone owners than people who have access to safe drinking water. The 6 billion phone owners knock the close on 2 billion people with desktop/laptop computers out of the park.

Enjoy his talk here:

It’s all about mobility
Of course the laptop started the trend. A laptop, especially Apple’s Air range, allowed people to easily pack that ultra thin laptop into a shoulder bag and set it up where ever one wanted. Still, one needed a table top, at the least, to get into a more comfortable position. Standing and reading ones mail while waiting in a queue was never going to be easy to do even with an Air.

It’s the ease and speed with which the phone has taken over the computing function that is truly astonishing. Apple’s first generation iPhone was launched in January 2007 and went on sale at the end of June of that year.

Of course the smart phone, now available in a huge variety of makes and sizes, is more than just a computer. It’s a communication device with people and the entire environment. Whether chatting with friends, talking to clients, shopping, opening your car door, controlling the air con in the office, playing games or watching movies amongst tons of options. And you can do this wherever you are. Of course for many of these activities you need access to the internet

The internet connectivity is the crucial element
Ethan Marcotte has something really interesting to say about this during a recent interview.  Link here.  As marketers or builders of apps or websites for these mobile devices it’s not enough to be aware of the screen size that you are targeting your message to.

By virtue of the fact that your phone can tap into a WiFi spot near where you are standing, walking or sitting means that access is dependent on the speed of the service on offer. Most of these free WiFi zones are nowhere near the speed and capacity that you might have at your office or at home.

Add to that the cost of data downloads and slow speed if using the mobile phone network and you can see that your mobile shopper or visitor to your website is not going to have the same experience than if they were checking your site in the office.

Mobile phone users are that – mobile
When designing your website, your landing page, your mobile app or your online marketing campaigns via social media be aware that your mobile user, who is leaving her desktop computer in favour of her mobile gadget is going to have not only a small screen size but also a slow connection when viewing your online offerings.

Few words, less gorgeously big file sized images and shorter easier to fill in forms will give you better results than your media heavy website that you have in mind. Keep it short and light and you have a winner.

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The changing face of B2B Marketing

Some very surprising B2B Marketing discoveries

Google with the assistance of Millward Brown Digital has put together an extremely interesting analysis of where B2B marketing is heading. And there are several assumptions that marketers will have to review. Soon. Times they are a changing.

Here are some quick points to start you thinking.

Who is looking for your products?

Over the past few years a dramatic shift has happened. In 2014 18 – 34 year-olds, also known as Millennials, accounted for almost half of all researchers in preparation for making B2B purchasing decisions. Why is this important? Millennials are the first generation to be born with a computer in their hand.

The older generation has grown up building face to face relationships with sales people and picking up the phone to get referrals. Not the Millennials who will use search to find what they are looking for.

C-Suits are not making all the decisions

But surely C-Suits, in general older than Millennials, are making all purchasing decisions? Not so. The Millennials are exerting strong influence within the purchasing process and in 24% of cases are in fact the decision makers.

The combination of young tech savvy people who are in position to make decisions should make one question what B2B marketing needs to focus on. Perhaps its no longer critical to take part in industry specific trade exhibitions and rather focus more on digital campaigns.

B2B Researches start with generic search

In line with a more educated customer research has shown that the B2B buying process starts with generic search. Your customer is getting general information to be able to make a more educated decision once they come to you.

Search is the number 1 resource for research. 90% of B2B researchers are using search to find out more general product info. On overage, B2B researchers do 12 searches prior to engaging on a specific brand’s site.

Part of the decision making therefore happens before the customer engages with your brand. Even before brand awareness sets in the purchaser has worked through 57% of the decision making process.

Mobile is it

According to the study by Google and Millward Brown Digital , 42% of researchers use a mobile device during the B2B purchasing process.  And there has been an impressive 91% growth in use over the past two years encompassing the entire research and purchase path.

Mobile phone users not only search via their device while away from their desktop but also while at work. 49% of B2B researchers use their mobile device while at work. And they use their phone to purchase as well. Mobile purchase rates are up 22% in the past two years.

Video is in

Online video has posted the most growth. 70% of B2B buyers and researchers are watching videos during their purchasing path. That’s a huge 52% jump within the last two years. Also relevant is that it’s not just light viewing. Nearly half of researchers are viewing 30 minutes or more of B2B related videos.

What’s important to researchers? Videos about product features are the most popular ones. These are followed by how-tos and professional reviews. YouTube is the favourite channel. Start to finish video is starting to play an increasingly important part in the purchase process.

How to succeed in B2B marketing

This is a massive shift in how B2B marketing will need to be approached. With younger people making the decisions or assisting in the decision making process the marketing approach has to focus on how the Millennials source information and make their decisions. It’s seriously different to how it was done before.

Read more here.

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