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.