The resource, available at www.mobium.com, is the first phase in a three-stage effort to aggregate knowledge about b-to-b branding and encourage dialogue among marketing executives facing obstacles in today’s tough economic climate. Mobium will launch print advertising, direct mail, online advertising and promotions this month to promote the site.
"We’ve seen a tremendous amount of changes that cover almost every aspect of b-to-b marketing," said Gordon Hochhalter, managing partner at Mobium, pointing to revolutionary changes because of technology and marketing processes that have impacted everything from the flow of information to the customer buying process.
"[B-to-b clients] have immediate access to all the information they need to make buying decisions, and that changes a lot of the ways [marketers] communicate to them," Hochhalter said.
"This has created paradigm shifts," he added. "Now, products aren’t sold—they’re bought."
Such changes have affected the way marketers communicate information and positioning about their brands to clients, investors, business partners and other constituents. Mobium 1.0 provides a blueprint for dealing with these shifts, including case studies of successful b-to-b marketers. Mobium clients include Westvaco Corp., Inland Paperboard & Packaging, NEC/Mitsubishi and Motorola Inc.
Upon entering the site, visitors are guided through the domain based on responses to questions about their marketing needs.
Throughout the site are input areas, quizzes and surveys for marketers, soliciting input about b-to-b branding.
Throughout the site, Mobium offers case studies and calls to action for marketers.
"This is ultimately a demonstration of how we do integrated business branding," said Guy Gangi, co-managing partner of Mobium.
A key component of the site is a section called "Five Ways," which provides five strategies for brand marketers dealing with change. The five broad strategies are: Increase your brandwidth, hug your customers, architect your information, integrate your communications and interactivate your messages.
Each section offers pages of detailed information and self-exams for marketers to help them understand how they are applying basic principles.
For example, under the business branding strategy section, Mobium offers the three core branding principles for b-to-b marketers. You do not own your brand—your customers do. Brands have value only if customers and prospects are willing to favor them over other brands in a purchase. Brands must be distinct, and the distinction must be deliverable.
In the integrated communications section, there are seven key actions: Define what integration is to your company. Use a unifying process. Delineate how different communications vehicles, offers and information will move prospects through the purchase decision path. Engage customers and prospects in dialogue. Integrate market development and communications around brands. Stand out creatively. Recognize that integrated communications is not complete when someone buys something.
In Mobium 2.0, the second phase of the interactive effort, data from marketers participating in polls and other feedback mechanisms will be aggregated, and in Mobium 3.0, it will be incorporated and published online. Both phases are scheduled to launch this year.
"We’re looking for information on best practices, case studies and success stories about people dealing with change," Hochhalter said.