Mobile marketing is gaining popularity, even in the business-to-business world. In fact, Citrix recently released a study that found the reach of mobile ads has doubled since 2013.
However, there is still room for growth in mobile advertising. Despite the recent expansion, video ads are only seen by 1 in 20 subscribers. Social media tools, like Facebook’s new auto-play feature for videos, could further increase the reach of mobile content. In addition, Twitter is expanding its video-sharing capabilities, which could be an important development for B2B marketing.
Video is rapidly becoming a more popular form of content marketing because B2B buyers are interested in more than just reading pages of articles every day. Videos and graphics can be used to quickly demonstrate how your product works or to give a how-to guide. Watching a short video is often less of a time commitment than reading blogs, and sharing them through social media increases the chances they will be seen by the right audience.
Why B2B marketing teams have been slow to adopt mobile
Mobile marketing is too big to ignore any longer. Tablets sales are set to outpace PCs, but many B2B brands believe this will not impact marketing strategy, according to a survey conducted by Corporate Visions.
“The results from this survey seem to show a tale of two conflicting viewpoints,” said Tim Riesterer, chief strategy and marketing officer for Corporate Visions. “The majority of people in marketing and sales believe tablets either are or can improve sales enablement, but nearly the same majority of companies have no near-term plans to deploy them.”
This same attitude may extend to mobile marketing and search engine optimization. Because the adoption of tablets has been so extensive, it’s highly likely that B2B buyers will be using their mobile devices to research products outside of the office. Especially during the early stages of gathering information, a poorly optimized mobile experience could prevent potential customers from ever returning to your page.
B2B marketers will need to account for mobile in their lead generation strategies in the near future to ensure they stay competitive. Customer behavior is changing a great deal because of mobile devices. Mobile SEO is going to be more important for attracting prospects to your website. Marketers need to integrate their efforts across all channels.