3 Reasons B2B Marketers Must Embrace Mobile… Now
Have you optimized your B2B website for mobile search? If not, columnist Patricia Hursh explains why you must work to become mobile-friendly immediately.
We’re all familiar with recent statistics that illustrate the growth of mobile device usage. Over the last few years, we’ve seen internet usage on mobile devices grow to exceed PC. In 2015, Google announced that mobile searches now exceed desktop searches on their search engine. And it’s estimated that nearly 75 percent of the US population now owns a smartphone.
Mobile is clearly a critical element of any successful marketing strategy. But what does increasing mobile usage mean specifically for B2B marketers? Why are so many B2B companies slow to adopt mobile marketing strategies, and how will this ultimately impact their business success?
Here are three critical reasons B2B marketers need to embrace mobile… now.
1. Mobile Impacts Fundamental Marketing Metrics
Mobilegeddon might not have been the digital marketing calamity many were expecting, but B2B marketers must realize that there are significant and fundamental risks associated with not having a mobile-friendly website.
According to CWS, businesses that do not provide a solid mobile experience encounter the following:
- A drop in organic ranking.
- A loss in mobile site traffic.
- An increase in bounce rate.
I believe that many B2B marketers remain unaware that providing a less-than-optimal mobile experience is jeopardizing fundamental online marketing success metrics such as visibility and website traffic.