Mobile usage among B2B buyers continues to grow, and that has some very important implications for putting together a B2B marketing campaign. Here are five key trends that are shaping the world of B2B marketing:
Trend 1: The seamless journey
First and foremost, B2B buyers are expecting a seamless journey between devices. They want to be able to go from browsing your website on the desktop to browsing your website on their mobile phone or tablet. That’s going to place even more of an emphasis on designing mobile-ready experiences. In terms of web design, it means even more of a focus on responsive design. And in terms of content, it means creating the type of content – whether it’s whitepapers or email – that can be read on a tiny mobile screen.
Trend 2: The role of millennials
What’s interesting to look at are the changing consumption patterns of mobile according to generation. The research firm eMarketer recently examined the changes in behavior by generation, and the results were striking. Whereas 60% of Baby Boomers view their mobile device as “essential” to their work, 84% of younger Millennials view it as “essential.” That’s even considerably higher than the percentage of Gen X members (76%) who view mobile as “essential.” In short, we’re seeing a massive generational swing, as younger B2B buyers prefer to use mobile to get their job done.
Trend 3: Out-of-office work mode
The embrace of mobile has also changed when and where potential B2B buyers are interacting with your content. You can no longer assume that they are interacting with your content only between the hours of 9 and 5. Instead, they are working even when they are “OOO.” Some experts have referred to this as “out-of-office work mode.” In other words, these B2B buyers may be outside the corporate walls, but they are still thinking about ways to improve their business. On long commutes, they are reviewing information, reading news, or getting prepared for an upcoming meeting.
Trend 4: The end of the desktop-centric office
While 99% of B2B buyers still use the desktop to access content, the past 24 months have seen a real explosion in the number of B2B buyers who are using the smartphone (82%) and tablet (56%) to access content. If you’re only thinking in terms of the desktop, you’re ignoring some major new opportunities to connect with these B2B buyers.
Trend 5: The new uses of mobile content
Finally, mobile is part and parcel of the whole trend toward self-education on the web. It means that B2B buyers are increasingly learning about products and services via their mobile devices. So how are they doing this? According to eMarketer, 68% of mobile users are catching up on industry news, 66% are using mobile apps that are specific to their workflow, and 56% are using mobile to view video content (such as webinars).
The best way to think about mobile is not as a new platform or channel that’s distinct from everything else. Instead, it should be part of a seamless, integrated experience as B2B buyers move from office to home and back to office.
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Dane
Dane Cobain is a published author, freelance writer, book blogger, poet and (occasional) musician from High Wycombe, UK. Before going freelance, he worked as a social media marker, now specialising in writing about publishing, technology and marketing.