Mobile technology isn’t the way of the future – it’s the way of the present. That’s never been more obvious than in how B2B decision-makers are using it.
If you haven’t had the opportunity to pivot to mobile, now is the time. B2B audiences are changing, technology is changing, and search behavior is changing. The rise of mobile’s prevalence requires a big shift for B2B marketers.
Let’s look at some of the most important reasons to prioritize B2B mobile marketing:
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B2B Search is Moving to Mobile – And That Trend Will Continue
According to the latest Google research, 50% of B2B search queries originate from a smartphone – and that doesn’t take into account various other mobile devices. In fact, the figure is expected to increase to 70% by 2020.
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Millennials Are Driving More Major B2B Purchase Decisions
As the biggest generation in today’s workforce, a growing share of B2B decision-makers are Millennials. These digital natives were early adopters of mobile or, among the younger members of this generation, grew up with it. To connect with them, mobile fluency is essential.
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Mobile Savvy is Required for Search Engine Optimization Success
As the months roll by in 2018, Google is doing more and more to demonstrate that mobile is central to its vision for tomorrow’s Web. First, it moved to mobile-first indexing. Now, it’s implemented a Speed Update that will prioritize the best-performing mobile sites in search.
There’s no telling what the future will hold, but mobile will continue to be one of Google’s top priorities. If your business relies in any part on organic search traffic from Google, you’ll want to be sure that mobile stays top of mind in your Web design and digital marketing plans.
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Overall Mobile Use is Growing – And That Will Continue, Too
Mobile usage is expanding in the population as a whole as smartphone technology reaches a saturation point. Many B2B professionals love using mobile throughout the day, while on the clock and off, to handle their product research and other work tasks.
The convenience of mobile, combined with a greater quantity of mobile-friendly video and other content, is driving continuing evolution in mobile’s day-to-day use. Daily mobile usage per B2B worker is estimated to grow from about two hours today to three by 2020.
Mobile is transforming the way business is done, and that’s being felt across all verticals and organizations. The investment in becoming mobile-focused today is sure to pay off in the future … and you won’t even have to wait until 2020.