More than 2.26 billion people all over the world use the internet. Over the last 11 years, the growth in the number of internet users worldwide is a whopping 528.1 percent.
Many of these internet users have started to use their mobile devices like smartphone and tablet to access the internet. There are more than one billion smartphone users in the world, and the number is set to grow.
It is not surprising that many B2B marketing experts are giving a serious thought to mobile marketing. After all, one of the many challenges faced by a B2B marketer is to target the platforms and mediums where users are more likely to consume information.
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Mobile web is gaining in its importance as an important touch point for customers. Many executives use mobile device to research business purchases. In the near future, mobile device will become a key component of capturing business buyers.
Before launching B2B search marketers need to consider the following.
You may find immense amount of statistics on the internet about the popularity of mobile devises. But it is always advisable to understand how your visitors are accessing your site. You can get this information from Google Analytics.
You will get to known the percentage of traffic from mobile devices, with a clear breakup of the mobile device type used. You will be able to decide better with this information.
Online presence is the key to success in the modern business environment. It is not enough to create a website. You need to check its performance frequently. You need to know how the site is performing across various mobile devices.
Test to see the quality of text, video and audio on a range of mobile devices. Check if your customers can order your products by accessing the internet with their mobile device. Check the speed of the website and download speed. Check if they can click through various links on the site.
It is advisable to analyze the complexity of current site architecture. Check if you have appropriate resources to support multiple site-constructs. Sub-domain vs CSS customization is the main question. Google recommends the use of responsive web design.
It is very important to ensure that the form submission process is smooth. Social media websites like Facebook, Twitter, Pinterest and Google Plus have gained in popularity immensely in the recent past.
Social media plays a more prominent role in a mobile environment. Number of people accessing social networking sites with their mobile device is increasing day by day.
This is a wonderful opportunity for a B2B marketer. It is important to ensure that there is an opportunity for customers and site visitors to integrate social media and activity and sharing into the mobile experience.
You need to decide if you need to go for a mobile application for a mobile site. You may also opt for both. This depends on the budget. If you are looking at just recreating the experience of your website on a mobile device, you may go for mobile web design.
However, if the mobile experience is designed to provide a specific functionality, it is advisable to develop a mobile application.
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