Mobile is the common theme of effective integrated marketing

As B2B marketing teams generate promotional emails, social media posts, blogs and videos, they must keep mobile performance at the forefront of their minds. Mobile devices are an increasingly popular business tool and B2B buyers may interact with content marketing exclusively on phones or tables.

Take email for example. A recent report from Emailmonday, an email marketing resource, collected data from numerous industry studies that found a growing number of people initially open digital mailbox messages on their own phone (1). About 50 percent of consumers make first contact with emails on their phones or tablets, and about 30 percent use mobile devices to sort through messages without opening them on any other device.

The problem is not every email marketing campaign takes mobile audiences into account. Messages may display poorly on smaller computing tool or fail to respond to touch screens. The industry studies found many consumers have to open email on a laptop in order to read content, or just disregard messages that promote frustration.

Business 2 Community said every channel utilized in an integrated marketing campaign must encourage inbound marketing by providing consumers with easy to access features (2). Main business sites must offer a responsive web design on smaller screens. Companies often turn to social media for platforms that prioritize mobile audiences. Each piece of digital content must accommodate mobile marketing needs.

(1). The ultimate mobile email statistics overview
(2). B2B Mobile Marketing: 8 Ways to Attract Buyers

Sheila Kloefkorn (1029 Posts)

With more than 20 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing,, email marketing, website design, marketing plans.