Mobile marketing | predictions 2016

Originally featured in LinkedIn Pulse Marketing and Advertising and Mobile Channel

Start with a great mobile website

In the second quarter of the current year, 44% of the Fortune 500 still didn’t have a proper mobile presence. I can’t over emphasize the importance for a good mobile presence. Is your mobile website fast, easy to read, and is it embedded with mobile ‘click-to-call’ technology? Do you even have a mobile friendly site yet?

A few factors that can make or break lead generation in 2016

According to eMarketer, the number of smartphone users worldwide will surpass 2 billion in 2016, and will come close to hitting that mark this year. In 2015, the firm said there would be over 1.91 billion smartphone users across the globe. And by 2018, over one-third of consumers worldwide will use smartphones.

Mobile marketing isn’t just a B2C play either

So, if your website is not mobile ready, you’re losing an enormous amount of opportunities. A successful marketer goes where their customers are, and right now you can bet they’re looking at their tablet or smartphone.

What’s in your mobile marketing kit for 2016?

I can tell you that there are only 1 in 10 B2B marketers worldwide who rate their company’s mobile marketing as very effective. But the window of opportunity will quickly close. 64% of B2B marketers plan to increase their mobile marketing budgets in the next 12 months.

 

Mobile Marketing | Predictions 2016  

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More data I recommend you consider as you plan for 2016:

Mobile’s share of time spent is predicted to grow from 2:54 hours in 2015 to 3:08 in 2016 and 3:18 in 2017 and desktop time spent will continue to drop.

Social and search are reaching mobile tipping points, yes I did say social. 55% of all LinkedIn traffic is mobile. Over 50% of mobile phone users will use facebook by 2016. Over 50% of Google searches in 10 countries are mobile and 9 in 10 US Twitter users will access the platform from mobile devices next year.

This should knock your socks off!

Executives are using an array of mobile apps in the workplace for a variety of insights and connectedness. Decision makers are most definitely online and on mobile devices:

  • 46% for productivity
  • 43% for management
  • 44% for sales and service
  • 43% for learning and collaboration
  • 43% for operations

And here’s the kicker, mobile devices are now woven into the research process when making purchase decisions:

  • 19% of decision makers use mobile more than 75% of the time
  • 37% use mobile 50% to 75% of the time
  • 31% 10% to 49% of the time
  • 13% use mobile less than 10% of the time

The B2B buying journey isn’t getting any shorter either:

  • 44% of US B2B professionals take at least 4 months to make a major purchase decision
  • 53% of them said their purchase cycle length increased versus just one year ago
  • 82% use more sources for purchase evaluations and 71% conduct detailed ROI analysis before making a final decision
  • 33% consume at least six content assets before making a purchase decision

Forget the pitch and be a valued partner!

This signals to me that we all must provide that kind of information in our marketing. The easier we make the decision the better. These buyers want to know about success stories and good solid case studies and they most definitely prefer value over any sales pitch.

Recommendations for your mobile presence are to leverage social media to create awareness and drive those posts to your mobile friendly website for consideration and purchase. You’ll also need to create loyalty with a good solid communications plan and mobile friendly newsletters and then circle back to social media for advocacy. It’s not rocket science, but it’s pretty hard to do effectively. So start with a good digital marketing blueprint that will address the buying cycle concerns of your audience, be prepared to provide value at each step in their journey and make sure they can find you where they are, not where you want them to be.

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About the author: Heidi Schwende is the Chief Digital Officer at WSI Digital Moxie Inc. She has extensive experience working with Fortune 500 companies in the technology and energy sectors as well as experience working with key organizations in verticals such as mobile technology, loyalty, pharmaceuticals and retail. Heidi also sits on the Technology Advisory Board for the CSAE, the Institute for Human Resources, Social Media and Employee Communications Technology Advisory Board and is Board Vice-President Web Development for Image Impact International. In addition to her LinkedIn profile, you can also interact with Heidi on her Twitter account @WSIDigitalMoxie.

 

Sources: LinkedIn, eMarketer, Google, Accenture, IDC, Regalix, Demand Gen Report 2015, Altimeter

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