Just when it seemed like the push for mobile had peaked, we’re learning about even more trends that have staying power. Why is it important for marketers to recognize and master mobile progressions?
Don’t Get Left Behind
Your competitors are already jumping on the bandwagon, and they’re having a good time. (source: eMarketer)
42.8% of B2Bs plan to increase spending in the mobile category this year.
The number of B2B companies using apps in their marketing strategy increased by 26 percentage points between 2013 and 2014.
Just 38.6% of marketers say they currently use mobile in their strategies.
94% of marketing executives who use mobile advertising are either “fairly satisfied” or “satisfied” with the tactic.
BYOD (Bring Your Own Device)
Success Factors: Increased efficiency and flexibility for users. Low overhead costs for companies.
Why Marketing Cares: BYOD is the silver lining in mobile marketing strategy and execution. More often than not, your customers are always connected to the web, and to their business email account. They’re also downloading business apps on their personal devices, so as a marketer, you have more time in the day to reach out. (Review our earlier blog post to find out more about this trend.)
Responsive Web Design
Success Factors: Adapts to future technology, requiring minimal design updates. Trumps the “mobile-friendly” site that needs more time and resources to maintain. Provides a better user experience and increases brand credibility.
Why Marketing Cares: Massive improvement to bounce rates on mobile resulting in higher MQL (marketing qualified leads). Google’s Hummingbird (algorithm) release last year has put more pressure on businesses to use mobile-friendly and responsive sites—without mobile compatibility, your business’ SEO ranking will likely suffer.
Cloud-Based CRM & Marketing Automation Tools
Success Factors: Accessibility leads to increase in user adoption and productivity.
Why Marketing Cares: Make real-time updates in the database and access the most accurate lead information on-the-go. Some mobile marketing apps even allow for photo uploads, voice memos, push notifications, dynamic activity streams and synced workflow notifications.
Meeting Customers’ Expectations
Your customers’ expectations are growing every day, so you need to be digitally proficient, and mobile-savvy.
One in every five people in the world owns a smartphone (source: Business Insider).
Over 60% of all mobile phone owners in the US use a smartphone (source: Nielsen).
More than half of smartphone users access the web almost exclusively via their mobile device (source: InMobi).
60 percent of mobile users expect a site to load in 3 seconds or less. 74 percent are willing to wait only 5 seconds for a site to load before leaving. (Source: Compuware).
Once B2B marketers to understand how prospective customers are using mobile, it will be easier to adapt to trends in mobile marketing. Just know that when it comes to mobile, we haven’t seen many trends that didn’t stick. Even QR codes are showing up in airports and on towing signage!