Mobile devices have transformed how we consume content.
We are reading content on-the-go and we expect the companies we do business with to make it easy for us to do so. According to Google, 72% of mobile users say it is important to them that websites are mobile-friendly. So, it is essential not only to follow all the current mobile marketing trends, but to make sure your online marketing strategy follows the latest trends as well.
Here are 5 mobile marketing trends every B2B company should know about to make sure their online marketing remains current.
1. Mobile-first Indexing
Google recently rolled out their mobile-first indexing, which means your mobile website will be the primary version of your site crawled to determine how you rank in search results. If you do not have a mobile-friendly version of your site, your search rankings could be negatively impacted by this update. Having a responsive site is the best way to make sure your search engine optimization tactics are not impacted since that means that your mobile and desktop versions match in terms of content and functionality. For tips to make sure your B2B website is mobile and user-friendly, take a look at this other blog post.
2. Personalized Content
Content personalization is an effective marketing strategy that can help build a trusted relationship. Whether you are sending out an email or a text to your target audience, you should try to personalize your messages with the information you have on hand. Service providers, such as MailChimp and HubSpot, make it easy to not only collect personal information but also to personalize your emails with any property that exists in your contact record (first name, company, etc.). According to the 2014 Science of Email Marketing Report, having simply just the first name personalization increases your click-through rate from about 5.8% to about 7%. So, if you have that information already in your CRM or email platform, take advantage of it and improve your marketing outreach.
3. Video Marketing
The majority of mobile marketers are planning on putting more money into video marketing. That’s because video content performs well in the B2B industry. According to Marketing Land, 61% of marketers plan to use video in social, 56% plan to promote in-app video, 45% are planning brand video advertisement, and 42% plan to run video on mobile web. As more and more people are consuming content on-the-go, videos are easily shared and found on various social platforms.
Other than pre-recorded videos, live video streaming has also become extremely popular, and is frequently used on social media platforms, such as Facebook and Instagram. Live streamed videos are happening now, unlike static videos that can be viewed at any time, and are attractive to users for its authenticity and spontaneity which entices people to watch for a longer period of time. According to SocialMediaToday, viewers spend 3-times longer watching live videos compared to pre-recorded videos. Worried about the cost of video creation? Don’t be. Nowadays, you can create really good videos with a simple mobile device. With live videos, there are absolutely no editing costs, making it a very attractive marketing tactic.
4. Voice Search
Voice search has been a growing trend as more and more people are using smartphone assistants and smart speakers, such as Siri, Alexa, and Google Home. Because of this, marketers need to understand consumers are changing the way they search for products and services online. And, alter their search engine strategies to take into account these search behavior changes. There isn’t much data telling us how many people are using voice search yet. However, marketers are eager to get more information. Two important things to consider if you plan on adapting your digital strategy:
- Consumers are only given the top result, not the first page of results. This means being number 2 or 3 in search results isn’t good enough anymore.
- Consumers use natural language when using voice search, not shorter sentence fragments. To improve your site for voice search, you content needs to be more conversational.
5. Artificial Intelligence
AI is another hot topic that is slowly making its way into the B2B industry and helping industrial companies improve their customer relationships. AI can be used to predict buying behavior and determine optimal web design. The digital marketing industry is optimistic about the future of Artificial Intelligence. In a recent Demandbase survey, 80% of B2B marketing executives said AI would revolutionize marketing by 2020. Successful companies, such as Amazon, Uber, Facebook, etc., are using Artificial Intelligence to improve customer engagement and analyze consumer data. And, you can too.