Why You Can’t Ignore Mobile Marketing Anymore

There are lots of reasons why you can’t ignore mobile marketing anymore, but here’s the biggest reason.

Whenever you walk outside in a big city around lunchtime, you know that you’ll see lots of professionals on their lunch breaks.  However, today it’s different than it was twenty years ago.  Twenty years ago, unless these professionals were having a lunch meeting with clients or colleagues, they probably would have been relaxing.  But that is not the case today.  Today, these professionals often continue to work throughout their lunch breaks.  And we can mostly attribute this trend to smartphone technology.why you can't ignore mobile marketing

The rise of use of smartphones  and other mobile devices has contributed to a rise in the need for mobile marketing—you’ve got to be present wherever you’ll find your audience.  Some businesses haven’t accepted that reality yet, so here are the top five reasons why can’t ignore mobile marketing anymore.

The Top Reasons You Need to Market to a Mobile Audience

  1. Your audience is a mobile audience.  The statistics speak for themselves.  91% of mobile workers utilize their smartphone for their jobs.  In 2011, 187.9 million workers used their smartphones for work-related tasks.  In 2012, 397.1 million workers did so.  That’s an increase of 211%.  And those numbers are sure to have grown over the last two years.
  2. B2B is going mobile.  Although B2B seems like the type of arena that would be less mobile-inclined, this is not the case.  A group of B2B workers reported that mobile traffic accounted for up to 27% of their traffic, with the majority falling between 10% and 20%.  But trends tell us that these numbers will steadily increase rather than go away, which is why you need to set up your marketing for a mobile audience.  Even though most B2B buying decisions tend to have a longer sales cycle and are usually made by a group of people, these individuals are still using mobile devices to do research and compare notes while they’re on the move.
  3. Email is for smartphones and tablets.  It’s predicted that by the end of 2014, smartphones and tablets will finally surpass desktops and laptops as the most commonly used devices for accessing email.  This means that it’s especially important to take inventory of your email marketing, and ensure that those emails are formatted in such a way that they are easily readable on a smartphone or tablet screen.
  4. Social media is also for smartphones and tablets.  Unlike email, smartphones and tablets have already surpassed laptops and desktops as the top devices used to access social media.
  5. Search is for mobile devices.  Just like email and social media, internet searches are increasingly originating from mobile devices rather than desktops or laptops.  This solidifies the knowledge that in order to compete in the internet age, even as a B2B company, you must focus on mobile marketing.  It’s not going to go away.

Mobile Marketing – Items of Note

As you start to think about how you’ll approach mobile marketing for your business, there are a few common misconceptions that are important to be aware of before you revamp your marketing to focus on mobile users.

  • Apps aren’t necessarily the way to go.  In general, most mobile users only use about 15 apps per week.  So the chances of your app making it into this upper echelon are rather slim.  Unless your app will do something for your users that your website can’t do, it’s usually best to just create a mobile version of your website instead of an app.
  • Responsive design is a must.  Responsive design refers to website formatting that automatically adjusts its margins, formatting, etc. according to the device from which the website is being accessed.  Even Google encourages responsive design, so you don’t have to worry about it affecting your rankings.
  • Flash is no longer the standard.  Flash has been out for some time, but it’s surprising how many sites still employ the technology.  For a long time, flash was necessary for putting out high quality websites and applications, but that is no longer the case with the advent of the mobile age.  Most mobile devices don’t support flash, so you’ll need to find another way to support any content that previously used flash.
  • Make your content functional specifically for mobile devices.  For instance, one of the most popular features of mobile devices these days are the telephone numbers that you can click to call directly from a website or app.  As technology has evolved, mobile users now expect such functionality, so it is important to provide that as part of your mobile marketing campaign.

Mobile marketing will continue to play an important role in the marketing strategy for B2B businesses.  What’s important to consider right now is how every marketing campaign needs to be thought of from a mobile user perspective.  The key here to test everything you do on a mobile device to ensure the experience delivered is a quality one.

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