One critical trend in 2011 B2B lead gen will be the accelerated use of mobile devices. This is no "bleeding edge" , out on a limb prediction. This trend is about to explode in our faces!
HARDWARE:
Customers are increasingly equipped with smart phones, netbooks, and pads.
For "experienced" users, contracts expire, old phones get recycled, and the only available phones are getting "smarter" (read: equipped for mobile lifestyle). They're being forced into the mobile world.
For younger users, well, they are starting out in a mobile world. A recent survey by Opera Software reveals that 18-27-year olds browse the web more on their mobile devices than they do on traditional computers. This trend is global.
LIFESTYLE:
According to Comscore, "Access to Facebook via mobile browser grew 112 percent in the past year, while Twitter experienced a 347-percent jump." (January 2010). This portends the access of increasingly-"business" apps on mobile devices as a customary behavior. Additionally, it further enables and encourages the 24/7 nature of access and engagement.
READ THE HANDWRITING:
As our familiarity and skill with mobile devices ramps up, and as both the personal and the B2C worlds introduce us to the practices and benefits of a mobile lifestyle, we all will naturally expect and appreciate more B2B mobile experiences. Expect to soon hear customers COMPLAINING that an exhibit or a print ad DOESN'T contain a QR tag
B2B Marcom practitioners are well-advised to get on this trend and be one of the "first to market" in your space. That's one way to capture increased share.