B2B companies must invest in mobile marketing to stay relevant and competitive in their industries.
Spending on mobile advertisements will exceed that of radio, newspaper and magazine ads this year (1). The amount of money devoted to mobile marketing could climb as high as $18 billion, which is an 83 percent increase from 2013. This growth is not exclusive to specific industries. Roughly half of all B2B companies operate sales through mobile and 42.8 percent anticipate investing more in their mobile marketing campaigns this year (2).
What matters most, however, is more than half of B2B customers are using their mobile devices to research, review and compare products (2). No longer is the desktop experience the focus – or the format – for ads. Any content provided on a social media or networking site should be mobile friendly and translatable to all smartphone devices (3). In addition, links should drive consumers directly to the location it promises. Misleading links provide the customer with nothing except frustration. With improving lead generation sitting at the top of every B2B wish list, toying with a potential customer is discouraged.
Implementing a mobile marketing strategy is essential to keeping B2B corporations at the top of their game.