Chicago—Alicia Dietsch, VP-marketing communications at AT&T Inc., stressed the importance of focusing on mobile marketing as part of a b-to-b campaign while speaking here at the Business Marketing Association's Marketing Innovators Luncheon Seminar Thursday.
While mobile marketing may seem more relevant for b-to-c marketers, Dietsch said, “Businesses don't make decisions, people do”; and mobile marketing can be equally important for b-to-b marketers. B-to-b marketers have been slower to adopt mobile strategies because they are more risk-averse, she said, but they should delay entering the marketplace no longer.
Dietsch said mobile marketing is effective because it is personal, targeted, immediate and actionable since most people do not share devices. She used the example of a buyer of an Apple iPhone, who might be attracted to high-tech, cutting-edge products. “As we understand the devices you use and the things you do on them, it allows us to be targeted like we've not been able to be targeted in the past,” she said.
Dietsch shared personal anecdotes from her time at AT&T, describing both successful and failing ventures. She said the key was to not “treat the mobile version of your environment as an island. You have to make it part of your integrated thinking and process as you launch all of your marketing, because whether you design it to be true or not, people will experience your digital environments from a mobile device.”