3 reasons to embrace mobile marketing

Is your website responsive?

We all know the latest statistics about the explosive growth in mobile usage. Over the last few years, we have seen that web connections with a mobile device have surpassed those on a PC. Google has announced that mobile searches have nearly exceeded desktops and laptops. It is estimated that 75% of the American population owns a smartphone. Put all that together and you can see why reaching customers through their mobile devices has become an important tactic of any marketing strategy. So why are many B2B companies taking so much time to adopt mobile technology and what kind of impact is it having on their businesses?

Here are 3 good reasons to embrace mobile marketing:

1. Mobile impacts your web marketing performance

If your website is non-responsive to mobile devices, you might encounter the following setbacks:

• Lower ranking in organic search results
• Loss of traffic to your website because of high mobile usage among your prospects
• Increase in bounce rates

Many marketing professionals ignore these risks and forget that a bad user experience on a mobile website could compromise web marketing success indicators overall, such as visibility and site traffic.

2. A positive mobile experience improves customer commitment

As well as improving a company’s visibility and generating traffic, mobile websites increase customer loyalty, satisfaction, and commitment.

In fact, today a mobile website can directly impact a company’s bottom line. Here are some results from a Google study titled: What do users expect from mobile Internet today?

• 74%say that they will be more likely to return to a company’s website if it is mobile friendly.
• 48%feel frustrated, even annoyed, when a company doesn’t have a mobile adapted website.
• 52%are less likely to visit a bricks and mortar store that doesn’t have a mobile website.

These results show that marketing professionals can’t deny the importance of having a mobile-adapted website to help meet their business goals. A positive mobile experience is essential to your success with prospects and to generate web sales.

3. There is plenty of B2B decision-makers using mobile devices

We know that consumers use the Internet to conduct research for online shopping. But did you know that more and more corporate buyers and purchasing decision-makers access their workplace through their mobile devices? In fact, mobile usage in a B2B context intensifies all throughout the buying cycle. We know that buyers use the Internet throughout their process of researching and selecting suppliers.

A Millward Brown Digital study, in partnership with Google, interviewed 3,000 B2B decision-makers on their research and buying habits:

• 42%use a mobile device throughout their B2B buying process
• Search activity is intensified for those using a smartphone. Google has seen a 300% increase in mobile requests.
• B2B professionals not only use mobile devices outside of the office, but

49 % use it also for searches while at the office.

Clearly, not only is consumer’s mobile usage growing. Now a days, as a B2B web marketing professional, you should keep in mind that your clients and prospects use mobile devices more than ever, both at the office and outside working hours to make critical commercial decisions.

Some advice for an effective mobile adapted website

How can you evaluate the actual mobile experience of your website?

In 2 simple steps:

1. Measure and improve the loading speed of your pages with MobilePageSpeed??
2. Understand and put to work the best mobile practices.

Google offers PageSpeed Insights, which gives you specific recommendations and corrective solutions to improve your site’s mobile experience. For example, to improve loading speed, you can try active compression, browser cache, reduce CSS, optimize images and avoid redirections toward landing pages. You can also improve the interface by using more readable font sizes, which simplifies navigation. You also want to avoid plug-ins.

These two steps are an effective starting point to improve the mobile experience.

Mobile can become a competitive advantage

Your company’s mobile experience now has a direct impact on your web marketing success as it affects important criteria such as visibility and traffic. Providing a favorable mobile experience is necessary to permanently engage potential clients and develop sales. B2B decision-makers use mobile devices in all phases of their buying cycles and throughout the day (even at the office). Analyze all data relative to your website. Even if mobile traffic isn’t the first source of traffic today, it will be in the near future.

Take the lead with this trend and adapt to our multi-screen world. Now is the time to make your mobile marketing your competitive advantage.