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Marketing That Matters Is Mobile First
 

Marketing That Matters Is Mobile First

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The first impression a B2B buyer has of your brand is likely to be on their smartphone or tablet. And it’s not enough to squeeze your full-size experience onto a smaller screen. A mobile-first ...

The first impression a B2B buyer has of your brand is likely to be on their smartphone or tablet. And it’s not enough to squeeze your full-size experience onto a smaller screen. A mobile-first mindset is now mandatory.

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    Marketing That Matters Is Mobile First Marketing That Matters Is Mobile First Presentation Transcript

    • MARKETING THAT MATTERS IS MOBILE FRIENDLY. B2B Buyers Are Mobile. Are You? first.   1
    • THE PEOPLE YOU NEED TO REACH ARE MOBILE… AT WORK, AT HOME AND EVERYWHERE IN BETWEEN. 2
    • MORE THAN HALF OF ALL ADULTS IN THE US AND UK NOW HAVE SMARTPHONES... 3
    • …AND THEY CHECK THEM ABOUT 150 TIMES A DAY. 4
    • 90% OF EXECUTIVES USE SMARTPHONES EVERY DAY— DURING BUSINESS HOURS, BUT ALSO ON THEIR OWN TIME Source: Google & Forbes Insights, The Connected Executive, 2013 5
    • AND THEY’RE NOT JUST TALKING OR GETTING DIRECTIONS… 6
    • …OR DOING ‘CONSUMER-Y’ STUFF LIKE CHECKING YELP OR TEXTING WITH THEIR TEENAGERS. 7
    • 50% OF UNIQUE EMAIL OPENS ARE ON A MOBILE DEVICE Source: Experian Quarterly Email Benchmark Study (Q2 2013) 8
    • 75% OF B2B BUYERS SEEK CONTENT ON THEIR SMARTPHONES Source: 2013 IDG Enterprise Customer Engagement Research 9
    • 96% OF B2B TECH BUYERS SEEK CONTENT ON THEIR TABLETS Source: 2013 IDG Enterprise Customer Engagement Research 10
    • 1/3 OF THE TIME B2B BUYERS SPEND EACH WEEK ACCESSING TECHRELATED INFO ONLINE IS ON A MOBILE DEVICE Source: 2013 IDG Enterprise Customer Engagement Research 11
    • WHEN ARE MOBILE DEVICES USED IN RESEARCH? To look up products or services upon first hearing about them 70% To research products or services for their organization 57% When making the final decisions to purchase products or services 38% Source: Google & Forbes Insights, The Connected Executive, 2013 12
    • MORE THAN 25% OF EXECUTIVES USE THEIR MOBILE DEVICES TO RESEARCH PURCHASES GREATER THAN $100,000. Source: Google & Forbes Insights, The Connected Executive, 2013 13
    • SOCIAL MEDIA IS MOBILE MEDIA. 27% of LinkedIn’s 155 million monthly users visit via mobile apps (up from just 8% two years ago). 14
    • SOCIAL MEDIA IS MOBILE MEDIA. Weekly mobile page views have jumped 250% year-over-year. 15
    • PEOPLE DON’T ONLY USE THEIR MOBILE DEVICES WHEN THEY’RE ‘ON THE GO.’ 16
    • YOU CAN’T ASSUME THEY ONLY NEED A CERTAIN TYPE OF CONTENT... 17
    • …BUT YOU DO NEED TO MAKE YOUR CONTENT EASY TO ACCESS AND VIEW ON A SMALLER SCREEN. 18
    • 61% OF DECISION MAKERS WHO RESEARCH BUSINESS PURCHASES ON THEIR MOBILE DEVICES DO SO AT WORK Source: Google and Compete B2B Customer Study, June 2012. 19
    • 77% OF MOBILE SEARCHES ARE IN A LOCATION (WORK OR HOME) LIKELY TO HAVE A PC AVAILABLE   Source: Nielsen/Google 20
    • WHERE EXECUTIVES USE MOBILE TO RESEARCH BUSINESS PURCHASES: On Business Trips 90% During Personal Time 78% In the Office 66% Source: Google & Forbes Insights, The Connected Executive, 2013 21
    • 57% ACCESS WORK-RELATED MOBILE CONTENT OUTSIDE OF BUSINESS HOURS Source: IDG 22
    • 61% OF B2B USERS WILL WATCH MOBILE VIDEOS RELATING TO THEIR WORK Source: IDG 23
    • AND YET… 24
    • 45% OF BUSINESSES STILL DON’T HAVE A MOBILE-OPTIMIZED SITE OR APP Source: IDG 25
    • SO WHAT? 26
    • 73% OF EXECUTIVES SAY A BAD MOBILE EXPERIENCE MAKES THEM LESS LIKELY TO ENGAGE WITH A COMPANY Source: Google & Forbes Insights, The Connected Executive, 2013 27
    • 61% SAY A BAD MOBILE EXPERIENCE MAKES THEM MORE LIKELY TO GO TO A COMPETITOR’S SITE Source: Google & Forbes Insights, The Connected Executive, 2013 28
    • IF YOUR CONTENT SUCKS ON MOBILE, YOU’RE LOSING BUSINESS. 29
    • The ability to provide enhanced mobile experiences to business buyers means a competitive edge in today’s fast-paced global economy… This requires a rethinking of the design of mobile experiences with an eye toward simplicity and utility. Source: Google & Forbes Insights, The Connected Executive, 2013 30
    • 66% SAY A MOBILE-FRIENDLY SITE MAKES THEM MORE LIKELY TO ENGAGE WITH A VENDOR Source: Google & Forbes Insights, The Connected Executive, 2013 31
    • MOBILE FRIENDLY IS NOT ENOUGH. YOU NEED TO BE MOBILE AWESOME. 32
    • The current approach of designing for a secondary user channel (the desktop) and extending to a primary channel will soon seem backwards. Mobile will be the assumption for marketing, not the extension. Eric Wittlake, “3 Questions for When Mobile Is the First Screen” 33
    • 7 TIPS FOR MOBILE-FIRST SUCCESS 1.  Make sure your site takes less than 5 seconds to load. 2.  Make it easy to navigate with limited scrolling and pinching. 3.  Provide quick access to your business contact and location info. 4.  Create clear, concise content that is easy to access, read and share on a smaller screen. 5.  Don’t force users to fill out long forms to access your content. 6.  Don’t lock valuable content away in non-mobile-friendly formats such as PDFs or Flash applications. 7.  Look at your site analytics to see how many visitors access your site via mobile. 34
    • B2B BUYERS ARE MOBILE. ARE YOU? At Babcock & Jenkins we believe that mobile friendly doesn’t go far enough. By designing and developing for mobile first we ensure that users have a great experience across all screens— and a great first impression of your brand. 35