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Study shows B2B mobile marketing continues to rise

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.

(1). Six B2B Mobile Marketing Trends for 2016
(2). The Changing Face of B2B Marketing

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.