Marketing That Matters Is Mobile First

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MARKETING THAT MATTERS IS MOBILE FRIENDLY. B2B Buyers Are Mobile. Are You?

first.  

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THE PEOPLE YOU NEED TO REACH ARE MOBILE… AT WORK, AT HOME AND EVERYWHERE IN BETWEEN.

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MORE THAN HALF OF ALL ADULTS IN THE US AND UK NOW HAVE SMARTPHONES...

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…AND THEY CHECK THEM ABOUT 150 TIMES A DAY.

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OF EXECUTIVES USE SMARTPHONES EVERY DAY— DURING BUSINESS HOURS, BUT ALSO ON THEIR OWN TIME

90% Source: Google & Forbes Insights, The Connected Executive, 2013

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AND THEY’RE NOT JUST TALKING OR GETTING DIRECTIONS…

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…OR DOING ‘CONSUMER-Y’ STUFF LIKE CHECKING YELP OR TEXTING WITH THEIR TEENAGERS.

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OF UNIQUE EMAIL OPENS ARE ON A MOBILE DEVICE 50% Source: Experian Quarterly Email Benchmark Study (Q2 2013)

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OF B2B BUYERS SEEK CONTENT ON THEIR SMARTPHONES 75% Source: 2013 IDG Enterprise Customer Engagement Research

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OF B2B TECH BUYERS SEEK CONTENT ON THEIR TABLETS 96% Source: 2013 IDG Enterprise Customer Engagement Research

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OF THE TIME B2B BUYERS SPEND EACH WEEK ACCESSING TECH-RELATED INFO ONLINE IS ON A MOBILE DEVICE

1/3 Source: 2013 IDG Enterprise Customer Engagement Research

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WHEN ARE MOBILE DEVICES USED IN RESEARCH?

Source: Google & Forbes Insights, The Connected Executive, 2013

To look up products or services upon first hearing about them To research products or services for their organization When making the final decisions to purchase products or services

70%

57%

38%

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MORE THAN 25% OF EXECUTIVES USE THEIR MOBILE DEVICES TO RESEARCH PURCHASES GREATER THAN $100,000.

Source: Google & Forbes Insights, The Connected Executive, 2013

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SOCIAL MEDIA IS MOBILE MEDIA.

27% of LinkedIn’s 155 million monthly users visit via mobile apps (up from just 8% two years ago).

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SOCIAL MEDIA IS MOBILE MEDIA.

Weekly mobile page views have jumped 250% year-over-year.

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PEOPLE DON’T ONLY USE THEIR MOBILE DEVICES WHEN THEY’RE ‘ON THE GO.’

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YOU CAN’T ASSUME THEY ONLY NEED A CERTAIN TYPE OF CONTENT...

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…BUT YOU DO NEED TO MAKE YOUR CONTENT EASY TO ACCESS AND VIEW ON A SMALLER SCREEN.

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OF DECISION MAKERS WHO RESEARCH BUSINESS PURCHASES ON THEIR MOBILE DEVICES DO SO AT WORK Source: Google and Compete B2B Customer Study, June 2012.

61%

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OF MOBILE SEARCHES ARE IN A LOCATION (WORK OR HOME) LIKELY TO HAVE A PC AVAILABLE   7 7 % Source: Nielsen/Google

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WHERE EXECUTIVES USE MOBILE TO RESEARCH BUSINESS PURCHASES:

Source: Google & Forbes Insights, The Connected Executive, 2013

On Business Trips During Personal Time In the Office

90%

78%

66%

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ACCESS WORK-RELATED MOBILE CONTENT OUTSIDE OF BUSINESS HOURS Source: IDG

5 7 %

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OF B2B USERS WILL WATCH MOBILE VIDEOS RELATING TO THEIR WORK

Source: IDG

6 1%

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AND YET…

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OF BUSINESSES STILL DON’T HAVE A MOBILE-OPTIMIZED SITE OR APP 4 5 % Source: IDG

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SO WHAT?

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OF EXECUTIVES SAY A BAD MOBILE EXPERIENCE MAKES THEM LESS LIKELY TO ENGAGE WITH A COMPANY

Source: Google & Forbes Insights, The Connected Executive, 2013

7 3 %

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SAY A BAD MOBILE EXPERIENCE MAKES THEM MORE LIKELY TO GO TO A COMPETITOR’S SITE

Source: Google & Forbes Insights, The Connected Executive, 2013

6 1%

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IF YOUR CONTENT SUCKS ON MOBILE, YOU’RE LOSING BUSINESS.

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The ability to provide enhanced mobile experiences to business buyers means a competitive edge in today’s fast-paced global economy…

This requires a rethinking of the design of mobile experiences with an eye toward simplicity and utility.

Source: Google & Forbes Insights, The Connected Executive, 2013

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SAY A MOBILE-FRIENDLY SITE MAKES THEM MORE LIKELY TO ENGAGE WITH A VENDOR

Source: Google & Forbes Insights, The Connected Executive, 2013

6 6 %

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MOBILE FRIENDLY IS NOT ENOUGH. YOU NEED TO BE MOBILE AWESOME.

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The current approach of designing for a secondary user channel (the desktop) and extending to a primary channel will soon seem backwards.

Mobile will be the assumption for marketing, not the extension.

Eric Wittlake, “3 Questions for When Mobile Is the First Screen”

7 TIPS FOR MOBILE-FIRST SUCCESS

1.  Make sure your site takes less than 5 seconds to load.

2.  Make it easy to navigate with limited scrolling and pinching.

3.  Provide quick access to your business contact and location info.

4.  Create clear, concise content that is easy to access, read and share on a smaller screen.

5.  Don’t force users to fill out long forms to access your content.

6.  Don’t lock valuable content away in non-mobile-friendly formats such as PDFs or Flash applications.

7.  Look at your site analytics to see how many visitors access your site via mobile.

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At Babcock & Jenkins we believe that mobile friendly doesn’t go far enough. By designing and developing for mobile first we ensure that users have a great experience across all screens— and a great first impression of your brand.

B2B BUYERS ARE MOBILE. ARE YOU?