B2B marketing – mobile or bust
Hitting a mobile target has always been a difficult task, and these days more targets than ever are on the move.
Nearly two-thirds of Americans use a smartphone, according to recent research by the Pew Research Center, and the growth is continuing. That number is up from 35 percent as recently as 2011. Additionally, 10 percent of Americans own smartphones but have no other home access to the Internet.
Among those aged 18-29, 15 percent say they rely on a smartphone to get online.
If your business is not going mobile, you’re not standing still, you’re falling behind. Statistics produced by eMarketer show that mobile Internet usage (51 percent) outpaces desktop usage (42 percent). An online presence – even a great one – isn’t enough to keep up. Presentation is crucial to attracting attention, but that fact goes well beyond brick-and-mortar businesses. Making a good impression applies to all aspects of marketing, especially digital.
Tjeerd Brenninkmeijer, chief marketing officer and founder of Web content management vendor Hippo, addressed the importance of online touch points and the fact that any business, online or otherwise, needs to be valuable to visitors.
“Beyond responsive design, a relevant digital experience demands understanding that what’s pertinent to a visitor on a mobile phone walking to the train station at noon might be different from what’s important to a visitor accessing the site on a tablet in the evening. In short: context awareness,” according to Brenninkmeijer in an iMedia Connection article.
Mobile optimization is crucial to giving those users the most valuable experience. If that were not the case, then marketers would not be increasing their budgets in that direction, as expectations show. Budget commitment to mobile marketing is expected to increase from 6 to 15.6 percent over the next three years, an eye-popping 160 percent increase, according to Forbes.
That seems to follow the crowd, because statistics show that nearly 80 percent of mobile searches result in a purchase, according to comScore. When 7 out of 10 consumers prefer a mobile website to a mobile app, the need for optimization is apparent.
As Neil Patel, co-founder of Crazy Egg, Hello Bar and KISSmetrics, wrote, not understatedly, in Forbes: “My intent is to remind you that mobile is the method of the masses, and should, therefore, be a priority of the marketers.”
The audience is there, so it’s up to you to take advantage. The more visitors you get, the more data you’ll be able to compile. Tailoring your content to fit to a variety of devices will mean more consistent experiences across a wider variety of users. And making it easier to use will draw a bigger crowd of users. That in turn enhances the visitor experience that Brenninkmeijer noted as being important.
And with Google’s recent change to its algorithms that moved mobile-friendly sites to the top of its mobile search results, the field has shifted in a tangible way.
On the consumer side, mobile optimization increases convenience and accessibility, which always is more attractive to potential buyers. A mobile-friendly website puts you in control of their experiences and allows a company to more readily adapt to customers.
Bob Kowalski is a senior editor at MultiView who has written for a variety of digital and print media across the United States. He and his family live in Mansfield, Texas, where he stays active in sports and community events.
Want to learn more about B2B marketing best practices? Check out the MultiView Resources site.