With more than 100 million consumers using mobile devices in 2012, demand is greater than ever for effective use of mobile technology. "If you don't participate, you're going to be missing a huge opportunity," said John Sonnhalter, founder of Sonnhalter, a business-to-business marketing agency, in Mobile Marketing in Distribution.

As the next generation moves into decision-making positions, the push for better use of technology as a business tool will only get stronger. Customer demand is also forcing companies to adapt their technology, as customers require easier access to information and more distribution channels than ever before.

“One of the challenges manufacturers and distributors face is a growing concern of how to reach these young tradespeople,” Sonnhalter says. “Yes, you’re online, and that’s the medium a lot of these younger people use. But a lot of manufacturers and distributors don’t know how to go after these folks.”

The use of mobile applications, QR codes or even just updating a website so it is mobile-friendly are all good steps in reaching the mobile market. With the rise of e-commerce and multichannel distribution, being able to effectively use mobile technology will be critical in maintaining a competitive advantage.

Get more information and tips on implementing mobile technology in the January 2012 episode of Executive Briefing.