Mobile marketing is influencing the B2B marketing landscape in many areas. One in particular, however, can indicate just how successful a business is in the mobile world. With the advent of smartphones and tablets, businesses must now ensure websites are designed for responsiveness (1). This means designs should automatically adapt to the screen of the device without any glaring difficulties.
Businesses are increasingly using tablets for everyday tasks and cut down on hardware costs. A 2014 study revealed 82 percent of business respondents use mobile devices to search other products (2).
If that is the case, why should mobile marketing focus on responsive web design and not application development? A big reason is Google's recent search engine change to place a bigger emphasis on mobile-friendly websites. Second, companies must account for the top three mobile operating systems – iOS, Android and Windows – and as a result, development costs will increase. Implementing a cost-effective responsive website design ensures businesses will not be left out because of operating system restrictions.
Responsive designs are great on both ends of B2B marketing. On one side, the website's mobile friendliness will help a user easily find the content he or she is looking for. Meanwhile, marketers will appreciate the spike in mobile website traffic because of a new industry standard put forth by Google (3).
Responsive website design is still a new area, but one that every business should look into to help drive B2B marketing.