A recent eMarketer study indicated mobile marketing's role in the workplace will experience an upward trend in the upcoming year (1).
The study claimed that, by 2017, B2B marketing agents will spend an extra hour more each day on mobile when compared to desktop and laptop usage. Alternatively, B2B marketers spent just a half hour more on mobile this year.
As noted within the study, increased mobile use is blurring the line between work and personal time; research showed 37 percent of U.S. employees at larger companies spent more than 10 hours a week completing work tasks on their mobile device outside of office hours.
Accommodating B2B buyers
This marketing approach certainly has an impact on B2B lead generating and nurturing as more employers consistently expect employees to maintain contact with clients outside of work. Similarly, mobile marketing is having an increased impact on the sales cycle as a whole. As reported by Google, 42 percent of researchers use a mobile device throughout the B2B purchasing process (2).
As B2B marketing agencies aim to appeal to mobile users they should pair best mobile practices, such as responsive web design and SEO, with email, content and other inbound marketing strategies to create an effective integrated marketing campaign.