Is there really a difference between "Web" and "Mobile" in a sound marketing strategy ?

There are a lot of marketing folks around who wonder if their companies have to re-design their whole product portfolio and their marketing strategies, because on their never-ending quest for the next big thing they have heard now that all you "do in the web" (aka for people sitting in front of big screens using keyboards and a mouse) will be pointless because of the "mobile revolution" (aka people sitting in trains, playing with their smartphones or tablets).
How does your company approach that obvious change in the way people use the internet?
Will "traditional" (strange in this context, as the internet is not even out of puberty) offers in the internet, running in browsers and forms that were designed for the stationary customer have to switch their attention completely to mobile now?
Where are most of the leads coming from that you harvest in your internet marketing pursuit ?
Do you even record if its coming from a mobile or stationary customer?
How does your marketing strategy combine or differentiate between "web" and "mobile"?


Opened by Martin Goetze, Senior Consultant, ISIS Papyrus Europe AG
Dec 2, 2012.

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Freddie van Rijswijk Senior Executive, ISIS Papyrus Netherlands
Dec 2, 2012

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Recording is not difficult and a good web analytic tool does this for you and its even part of Bit.Ly . But I miss some context for this question as there is a huge difference between if you are in the B2C or B2B market. In the B2C there is indeed a huge shift towards Mobile, the family PC is hardly used anymore as everyone is using its Tablet and Mobile while watching TV.

In the B2B market you face the fact that companies strugling with the BYOD policy and most companies only allow Email and Calendar access from your Mobile and Tablet as they see the risk to high to work directly with back-end systems not to talk about integration issues and life cycle management of the apps. Thats why most people also do their research during office times on the more convenient PC.

But back to your question assuming its B2C in my opinion you should keep the communication going till you reached your goals regardless if its. Web, Mobile, eMail, SMS, Twitter, Facebook, and for this you need a multi-channel outbound solution and inbound solution, right don't forget the inbound part as your customer expects a timely answer and for that you need to monitor the channels he/she is trying to communicate with you.
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Antoine Fournier Head of ECM, Input and Output management, Zurich Insurance
Dec 2, 2012

I totally agree with Freddie about the difference in approach that we should have on that subject whether you have a B2C or B2B online business. But this shift is to be considered in both business types.

No matter who your customers are in this typology, they have expectations and their way of living or working is changing - you have to consider this change. It’s true that consumers will more likely expect your product or services being available on mobile.

Freddie is right to tell that you have, as a business, to consider multi-channel in and outbound. Developing a business does not allow losing a client because of wrong channel.

A question is, as a startup, would you find stronger leverage point on the web or in the growing mobile world? Then you'll probably realize that the product that you sell will definitely be the discriminating factor. And if you cannot have a finger in more than one pipe, you have to make a choice and mobile appears to be more and more the right one (to be verified on purpose).
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