The Internet is increasingly mobile! In 2020, more people own a smartphone than a toothbrush and we spend almost three hours a day glued to their small screens.
What does this mean for businesses?
Users want responsive mobile content that they can interact with on the go, and they want it to look as good as other online content.
While you’d be forgiven for thinking this is a B2C issue, research suggests that B2B buyers increasingly want their B2B buying experience to be comparable to what they get as a consumer. .
Moreover, it is a trend that is expected to gain traction as younger buyers enter the B2B market.
But it’s not just user preferences you need to think about. Search engines are also increasingly focusing on mobile content. In September 2020, Google will go mobile-first and place mobile-optimized content ahead of other content in the SERPs.
Which means, 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 got all the smartphone stats you need to hear this year.
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3 key points for B2B companies
1. There is no social media without a smartphone
In 2019, more than half of social media engagement came from mobile users. And judging by the continued rise of mobile-only social platforms like WhatsApp, TikTok and Snapchat, mobile is taking center stage.
A recent report from the Boston Consulting Group suggests this isn’t just a B2C trend. 80% of B2B buyers use their mobile at work and 60% say it plays an important role in their purchasing process.
Which means you need to think bigger than making existing content more mobile-friendly. Instead, consider developing 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 use the technology that we have on our smartphones. For example, your mobile-only marketing strategy might involve:
- Create an augmented reality app that lets potential buyers see how your products work without taking them out of the warehouse
- Brand your field service products (e.g. vehicle rental) with a QR code connected to a landing page
- Use messaging apps to manage groups or forums for your niche or industry
… And much more.
2. Mobile is just as important for physical businesses
If you thought mobile marketing was only for online businesses, you are wrong my friend.
40% of mobile searches refer local goods and services. Which means brick-and-mortar business owners need to be just as savvy when it comes to smartphones.
If you run a local B2B store (e.g. building materials dealers, service providers), your most important task is to optimize your entry in Google My Business and other directory listings. If your business appears in Google’s Local Pack, you will see a significant increase in traffic.
Also, remember that your buyers value the consumer experience. So don’t discount mobile marketing programs as a B2C tactic. No matter what hat your buyer wears, they will always benefit from the customer loyalty discounts offered through a mobile app.
3. Smartphones make advertising more global
Are you running a B2B company with a global reach? You must know how important mobile is outside of Europe, North America and Australia.
While smartphone penetration in the US (77%) and UK (82.2%) remained unchanged, it increased significantly in South Asia and Africa. The smartphone is no longer a luxury item reserved for the few, but an indispensable tool for participating in modern life.
In fact, by 2021, an estimated 3.8 billion people (nearly half of the world’s population) will own a smartphone and it is often the only internet-connected device that individuals own outside of the office. So invest in mobile marketing for your global audience and you’ll start reaping the rewards now.