By Paul Regensburg, President
RainCastle Communications, Inc.
It’s a well-worn fact that B2C marketers set the trends that B2B businesses subsequently adopt. Between them there are usually several years of lag time. The case for B2B companies to adopt mobile marketing practices and a mobile-friendly web presence warrants an acceleration of that schedule in direct correlation to the speed at which mobility is reshaping the world. Here are some compelling arguments pointing towards the value of mobile to B2B businesses.
Don’t Let the Trend Pass You By
Gartner predicts that by 2014, there will be a 90% mobile penetration rate and 6.5 billion mobile connections. Think about it, that’s about the number of people in the entire world! They go on to say that in 2013, mobile phones will overtake PCs as the most common web access device worldwide. If that alone is not reason to maximize one’s mobile presence, here are some other things to consider.
Protecting and Enhancing Your Brand
“Many companies are still behind and are not optimizing the web experience for mobile, which is incredibly damaging for their brands," said Steve Woods, CTO of Eloqua in an article titled,
"There have been countless studies that show a consumer will abandon a website in less than five seconds if the experience is unsatisfactory,” said Woods. “Now that we know potential buyers are reading our emails and visiting our websites from their mobile devices, marketers need to make the appropriate adjustments.”
Take a look at your website on a smartphone. Is it hard to navigate, slow performing or requiring a lot of pinch and zoom just to get from one page to the next? Now imagine your customers, prospects and prospective employees experiencing this. Does the experience support your brand image as a tech-savvy, customer-focused organization?
Business executives search using their mobile phones seven times a day, much of which is for business, according to a Forbes survey.At RainCastle, we have noticed the beginning of a “hockey stick” increase of mobile users accessing our website and as a result are currently redesigning our own site using “Responsive Design” to make the mobile experience as easy and compelling as the desktop. Our clients who follow their website analytics are experiencing the same trend.
Rethink Your Content
When your B2B audiences are working remotely they are seeking information that is easy-to-access and fits on their phones or tablets, whether it is text, imagery or video. As a B2B, you now need to make sure that relevant content is manageable and accessible not only on the desktop, but on mobile devices as well.
Respond Quickly to The New Normal for User Behavior
In the new normal, customers’ patience has plummeted while expectations for speed, accessibility and personalization of content have skyrocketed. When was the last time you had a meeting with a business executive who wasn't checking their mobile device multiple times? Whether or not that offends you, can you afford not to be reaching these people through their chosen medium?
Establishing The Personalized User Experience
Mobile devices present a more personal, one to one medium than marketers have ever had. People wear them, carry them and keep them next to their beds at night. Why wouldn’t you want to create a relationship through a medium that provides that kind of access? Mobility is changing us, driving new habits, altering the way we live, connect and market.
So, don’t miss the (mobile) boat lest you want to live the “Life of Pi,” trying to tame the (mobile) Tiger.
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