As smartphone and tablet adoption continues to surge, brands must meet the demands of an increasingly mobile audience. Social media use is among the primary activities business-to-business buyers are carrying out on their mobile devices. As such, LinkedIn recently announced a revamp to its iPad application.
In a recent blog post, David Breger, tablet mobile product lead at LinkedIn, explained the new app aims to provide a familiar experience for tablet users while taking advantage of the platform's unique attributes. Because social media should play a central role in B2B marketing, brands should take note of how networks are adapting to mobile trends.
The new iPad app focuses on interactions by placing connection activity at the forefront of news feeds. It's also now possible to view images and videos directly in the feed. Additionally, the app includes a personalized navigation bar.
According to The New York Times, LinkedIn CEO Jeff Weiner stated roughly 38 percent of the platform's unique visits last quarter were from mobile devices.
To effectively reach leads via LinkedIn B2B marketing professionals should focus on sharing visually stimulating content and fostering timely conversations about topics that are relevant to target audiences.