“Build a better mousetrap and the world will beat a path to your door.”
Turns out, it takes more than a mousetrap for the world to beat a path to your door. Check out this post on LinkedIn to read more.
As a solution marketer, you need to stay ahead critical technology trends that may affect your solution and how you market it. For a while, we’ve been hearing that mobile devices would overtake desktop and laptop devices. Yes, more people surf the web using mobile devices than desktops or laptops. And the mobile shift is happening in more and more ways. Let’s take a look at a recent example (as in yesterday!) – Cyber Monday.
Cyber Monday is now about 10 years old. Says Wikipedia,
In late November 2005, The New York Times reported: ‘The name Cyber Monday grew out of the observation that millions of otherwise productive working Americans, fresh off a Thanksgiving weekend of window shopping, were returning to high-speed Internet connections at work Monday and buying what they liked.
That and the fact that you can’t be both at your desk and in a physical store at the same time.
Cyber Monday 2015 saw an avalanche of sales through mobile devices, especially smartphones. Mobile now accounts for 28% of Cyber Monday sales, with smartphones accounting for a whopping 61% of that number. Interestingly, tablets have declined from about 66% in 2012 to just 39% of sales today. What’s more, according to Adobe, some 49% of Cyber Monday online visits took place through mobile devices, up from 29% in 2013. Maybe that’s why IBM and others added the moniker “Mobile Monday” last year.
Of course, the massive switch to mobile is driven as much by increasing smartphone penetration, larger phone screens, secure mobile payments, and an improved mobile shopping experience. Mobile shopping makes more and more sense today.
The shift to mobile won’t happen for all solutions of course. But looking back, say 10 years, who would have thought that so many of us would be shopping on mobile devices today. What is clear is that more and more, solution users will expect a quality mobile experience, even in B2B environments. They’ll expect it both in the way they experience your solution, and in the way that you educate and engage (aka marketing) with them. Mobile is here and of course, it’s not just a fleeting 1-day experience or a consumer-only experience. Rather, we’re living in the era of mobile 365.
What do you think? How is mobile changing your solutions and how you market them?
Updated December 1, 2015 – see links to presentation slides below.
I’m presenting at two great upcoming events in the Boston area – see you there!
New Solutions, New Marketing Opportunities
Tuesday, Nov. 17 at 6:00 pm
Boston Agile Marketing Group
Presentation Slides (Slideshare)
Digital transformation enables companies to innovate in new ways and better serve customers. Learn how to create disruptive solutions from the leaders.
Everyone has a “solution” – or do they? Learn how leaders like Apple, Uber and EMC are transforming markets to drive growth. You’ll learn what solutions are, how they’re different from products, and how solutions help winning companies to better meet customer needs.
Last night I attended a great event at the Boston Product Management Association, The Marketing Plan is Dead, by Jon Gatrell of Pragmatic Marketing. For some companies, agile marketing is replacing the traditional waterfall marketing plan. Problem is, agile marketing is a “newish” discipline, so many attendees were left wondering what to do next. Where can you learn more? What companies are successfully using agile marketing today?
To answer that challenge, following is a very short list of my favorite resources:
Be sure to comment below on additional resources that have helped you.