Think Mobile isn’t important for B2B Marketing? People Ignored the Internet, Too.
The mobile phenomenon only continues to grow and yet many marketers and organizations largely ignore mobile marketing when it comes to B2B marketing. B2B organizations can benefit just as much, if not more, than their B2C counterparts when it comes to mobile marketing and mobile search.
Think about your typical B2B buyer. They often carry around a smartphone for personal usage and a Blackberry for business. This puts two mobile devices in their hands each and every day and they are likely using both to make business decisions. Forbes conducted a study two years ago on this topic entitled, “The Untethered Executive: Business Information in the Age of Mobility” and found that 82% of them own two or more smartphones and 59% of them would rather make a business-related purchase over a mobile device than calling or on the desktop. Both of those statistics are likely to be higher today.
Take into consideration that e-mail usage on a mobile device surpassed desktop usage earlier this year, and you’ve got business professionals all over the globe checking and responding to e-mails, making buying decisions and research all on their mobile device. In fact, according to the same Forbes study, executives make on average seven mobile searches per day, most of which are business-related.
In today’s always on and mobile world, having mobile optimized content and gaining traction in mobile search is just as important as having a 1-800 number and a website.