CEB Marketing to Small
Business Summit
CEB Breakout Session: Mobile Technology
#CEBSummit
© 2017 Gartner and/or its affiliates. All rights reserved.
Adoption Plateaus, Utility Grows
Mobile Device Adoption Computer Work on Mobile
% of owners
100%
86%
80%
63%
60%
40%
20% From 2013 to 2017 computer
work done on mobile devices
0%
2010 2011 2012 2013 2014 2015 2016 has been increasing.
Tablet Smartphones
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Source: Gartner, Inc., January 2013, n=910, N.A., March 2017 (1), n=1307, N.A., January 2017 (0), n=1305, N.A.
2 © 2017 Gartner and/or its affiliates. All rights reserved.
Quick Poll
How far away is your phone right now?
How far away is your phone right now?
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3 © 2017 Gartner and/or its affiliates. All rights reserved.
Never Out of Reach
46%
of owners that use a
smartphone for business
“always” have it in their
hand.
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Source: Gartner, Inc., March 2017 (1), n=1004, N.A.
4 © 2017 Gartner and/or its affiliates. All rights reserved.
Where are Owners Using a Smartphone?
Where We Imagine … In Reality …
Commuting At Home (Personal Time)
Waiting Sitting at Their Desk
Away From Desk Working Remote
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Source: Gartner, Inc., March 2017 (1), n=1004, N.A.
5 © 2017 Gartner and/or its affiliates. All rights reserved.
Two Types of Supplier Activity
Research + Explore Manage + Monitor
• Researched a • Checked order status
40% •
product/service
Learned how to use or
•
•
Bill payment
Checked usage
install a product/service
of owners • Changed/updated
• Solved an issue account information
interact with
supplier through • Got a quote or pricing • Re-ordered/renewed or
a smartphone. cancelled an existing
product/service
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Source: Gartner, Inc., March 2017 (1), n=1307, N.A.
6 © 2017 Gartner and/or its affiliates. All rights reserved.
Owners are Pretty Happy with Our Mobile Websites…
Top of Mind Words for Supplier
Mobile Websites
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Source: Gartner, Inc., April 2017 (2), n=178, N.A.
7 © 2017 Gartner and/or its affiliates. All rights reserved.
… But There’s Room for Improvement
82% 1 Too much information for a small screen/
Mobile sites aren’t optimized for all tasks
of owners
report having
some difficulty
2 I am concerned about security
with supplier
research on a
smartphone. 3 Hard to multitask on smartphone
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Source: Gartner, Inc., March 2017 (1), n=1307, N.A.
8 © 2017 Gartner and/or its affiliates. All rights reserved.
… And Improvements Could Pay
Owners Reporting Suppliers Supplier Mobile Presence
Effectively Supporting Mobile Impacts Owners’ Perception
% of owners % of owners
36% 46%
25%
24%
2013 2016 2013 2016
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Source: Gartner, Inc., March 2013, n=1094, N.A., January 2017 (0), n=767, N.A.
9 © 2017 Gartner and/or its affiliates. All rights reserved.
Research + Explore
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© 2017 Gartner and/or its affiliates. All rights reserved.
Mobile Research Happens Early
48% 51% 15%
of owners use mobile in use mobile in the use mobile towards
the beginning of middle. the end.
research. #CEBSummit
Source: Gartner, Inc., April 2017 (2), n=639, N.A.
11 © 2017 Gartner and/or its affiliates. All rights reserved.
Is Search on Mobile Different?
Search List 1 Search List 2
“Search engine optimization” “SEO”
“Delta airlines” “Airline fares”
“Business insurance” “Insurance”
“Owens corning shingle colors” “Lay-z-boy office chairs”
“Business tips” “Business growth”
“Office printers” “Ink jet printers”
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Source: Gartner, Inc., April 2017 (2), n=639, N.A.
12 © 2017 Gartner and/or its affiliates. All rights reserved.
Is Search on Mobile Different?
Search List 1 Search List 2
“Search engine optimization” “SEO”
“Delta airlines” “Airline fares”
“Business insurance” “Insurance”
“Owens corning shingle colors” “Lay-z-boy office chairs” Google is changing the
search results shown
“Business tips” “Business growth” based on whether you
search on mobile or
“Office printers” “Ink jet printers” desktop!
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Source: Gartner, Inc., April 2017 (2), n=639, N.A.
13 © 2017 Gartner and/or its affiliates. All rights reserved.
Mobile Research is Less Reading More ‘Doing’
More Common Less Common
Tasks Tasks
• Cost calculator • Blog or other informational
• FAQs articles/content
• Product/Service comparison • Product/Demo video
or recommendation tool • Brochure
• Infographic • Newsletter
• Product/Service spec sheet • Case study
• Testimonial video • Form fill
• Webinar/Online workshop
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Source: Gartner, Inc., April 2017 (2), n=639, N.A.
14 © 2017 Gartner and/or its affiliates. All rights reserved.
Mobile Research is Less Reading More ‘Doing’
Top Tasks
• Cost calculator
• FAQs
• Product/Service comparison
or recommendation tool The top tasks performed are
primarily visual or interactive.
• Infographic
• Product/Service spec sheet
• Testimonial video
• Webinar/Online workshop
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Source: Gartner, Inc., April 2017 (2), n=639, N.A.
15 © 2017 Gartner and/or its affiliates. All rights reserved.
Quick Poll
Are you actively collecting leads through
mobile?
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16 © 2017 Gartner and/or its affiliates. All rights reserved.
Getting Leads From Mobile Site
vs.
29% 2%
Owners are filling out substantially more forms on
a supplier’s site while on laptop/desktop versus a
mobile device.
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Source: Gartner, Inc., April 2017 (2), n=1675, N.A.
17 © 2017 Gartner and/or its affiliates. All rights reserved.
Facilitating Efficient Research on Mobile – T-Mobile
Easy to
read
FAQs.
Quick
and easy
pricing
estimator.
Simple
form for
email
capture.
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Source: T-Mobile at Work.
18 © 2017 Gartner and/or its affiliates. All rights reserved.
Facilitating Efficient Research on Mobile – Inuit
Compare
prices and
features with a
swipe on your
mobile device.
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Source: Intuit.
19 © 2017 Gartner and/or its affiliates. All rights reserved.
Manage + Monitor
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© 2017 Gartner and/or its affiliates. All rights reserved.
Quick Poll
How do you use your phone for work?
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21 © 2017 Gartner and/or its affiliates. All rights reserved.
When are Owners Downloading an App?
40% Most owners who have supplier
apps download the app at the
of owners time of purchase or post
report having a purchase.
supplier app on
their
smartphone.
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Source: Gartner, Inc., March 2017 (1), n=1307, N.A.
22 © 2017 Gartner and/or its affiliates. All rights reserved.
Apps are Used for Quick Service Tasks?
More Common Supplier Less Common Supplier
Mobile App Tasks Mobile App Tasks
• Paying a bill • Solving a product/service
issue
• Checking product/service
usage • Purchasing products or
services
• Checking status of an
order/service/claim • Getting quotes or pricing
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Source: Gartner, Inc., March 2017 (1), n=1307, N.A.
23 © 2017 Gartner and/or its affiliates. All rights reserved.
Quick Poll
If you have a mobile app for your small
business customers, what does it
enable?
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24 © 2017 Gartner and/or its affiliates. All rights reserved.
Allow Owners to ‘Try’ the App Ahead of Download
The mobile Paychex
app demo educates
allows an owners and
owner to illustrates
visualize and value
experience without
the app on needing to
their laptop download
or desktop. the app.
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Source: Paychex.
25 © 2017 Gartner and/or its affiliates. All rights reserved.
Allow Owners to ‘Try’ the App Ahead of Download
1 2 3
The app demo
also allows
owners to
interact with
Retirement,
1
Tax
Documents,
2
Health &
Benefits, and
FSA
3 functionalities.
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Source: Paychex.
26 © 2017 Gartner and/or its affiliates. All rights reserved.
Mobile Strategy Roadmap
Channel Use Case Most Common Tasks
• Cost Calculator • Infographic
• FAQs • Spec Sheet
Mobile Website Research + Explore • Product/Service • Testimonial video
comparison or • Webinar/ Online
recommendation tool Workshop
• Checking status of an
• Paying a bill
order/service/claim
Mobile App Manage + Monitor • Checking
• Changing/updating my
product/service usage
account information
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Source: Gartner, Inc.
27 © 2017 Gartner and/or its affiliates. All rights reserved.
CEB Marketing to Small
Business Summit
CEB Breakout Session: Mobile Technology
#CEBSummit
© 2017 Gartner and/or its affiliates. All rights reserved.
May 9: 2017 Marketing to Small Business Summit
9:00 a.m.‒9:15 a.m. Welcome and CEB Orientation
9:15 a.m.‒10:30 a.m. The Small Business Digital Buying Journey
10:30 a.m.‒11:00 a.m. Networking Break
11:00 a.m.‒12:30 p.m. 9 Small Business Norms that Every Marketer Must Know
12:30 p.m.‒1:30 p.m. Lunch
1:30 p.m.‒2:15 p.m. Beyond Engagement: Turning Digital Visitors into Customers
Presented by RSL Media
2:30 p.m.‒3:30 p.m. CEB Breakout Session: Mobile Technology (Brahms 2)
2:30 p.m.‒3:30 p.m. CEB Breakout Session: Social Media (Brahms 3)
3:30 p.m.‒4:00 p.m. Networking Break
4:00 p.m.‒5:30 p.m. Best of the Best Marketing to Small Business Showcase
#CEBSummit
7:00 p.m.‒10:00 p.m. Networking Night Out: Light Up the Night
29 © 2017 Gartner and/or its affiliates. All rights reserved.
