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The internet is increasingly mobile! In 2020, more people own a smartphone than a toothbrush and we’re spending almost three hours a day glued to their tiny screens.
What does this mean for business?
Users want mobile responsive content they can interact with on-the-go and they want it to be as good as other online content.
While you’d be forgiven for thinking this is a B2C problem, research suggests B2B buyers increasingly want their B2B buying experience to be comparable to the one they get as a consumer.
Plus, it’s a trend that’s set to gain traction as younger buyers enter the B2B market.
But it’s not just user’s preferences you need to think about. Search engines also put increasing emphasis on mobile content. In September 2020, Google will go mobile-first and place mobile-optimised content ahead of other content in the SERPs.
Which means that, If you’re building a presence for a B2B business online, you need to:
- Understand how people use the internet on their phones
- Build your marketing strategy around their wants and needs
To help you do that, we’ve put together the infographic below. It’s stuffed with all the smartphone statistics you need to hear this year.
Embedded from UKWebHostReview
3 key takeaways for B2B business
1.There’s no social media without smartphones
In 2019, more than half of social media engagement came from mobile users. And if the ongoing rise of mobile-only social platforms like WhatsApp, TikTok and Snapchat is anything to go by, mobile is taking centre stage.
A recent report by Boston Consulting Group suggests this isn’t just a B2C trend. 80 per cent of B2B buyers use their mobile at work and 60% say it plays an important role in their buying process.
Which means you need to think bigger than making existing content more mobile-friendly. Instead, think about developing some mobile-only campaigns. What do we mean by ‘mobile-only’?
Mobile-only marketing campaigns are created to meet the specific needs of mobile users. So they make use of the technology we have on our smartphones. For example, your mobile-only marketing strategy could involve:
- Creating an augmented reality app that allows potential purchasers to see how your products work without taking them out of the warehouse
- Tag your field-based service products (e.g. vehicle hires) with a QR code connected to a landing page
- Use messaging apps to run groups or forums for your niche or industry
… and much more besides.
2. Mobile is just as important to brick-and-mortar businesses
If you thought mobile marketing was just for online businesses, you’d be wrong my friend.
40 per cent of mobile searches reference local goods and services. Which means that owners of brick-and-mortar businesses need to be just as smartphone-savvy.
If you run a local B2B store (e.g. builder’s merchants, service providers), your most important task is to mobile-optimise your entry in Google My Business and other directory listings. If your business appears in Google’s Local Pack, you’ll experience a significant increase in footfall.
Plus, don’t forget that your buyers enjoy the consumer experience. So, don’t discount mobile marketing schemes as a B2C tactic. No matter what hat your buyer is wearing, they’ll still enjoy rewards customer loyalty discounts offered through a mobile app.
3. Smartphones make advertising more global
Run a B2B business with global reach? You need know just how important mobile is outside of Europe, North America and Australia.
While smartphone penetration in the US (77%) and the UK (82.2%) has remained unchanged, it’s risen dramatically across South Asia and Africa. Smartphone are no longer a luxury item for the few, but an essential tool for taking part in modern life.
In fact, by 2021, it’s estimated that 3.8 billion people (almost half the global population) will own a smartphone and it’s often the only internet-enabled device individuals have outside of the office. So, invest in mobile marketing for your global audience and you’ll start reaping the rewards now.