Mobile Social Media Account Usage
Everyone is aware of the rise in the use of mobile devices, in particular smartphones. However, the year on year growth of using social media accounts on mobile devices is higher than the year on year growth of active Internet users. This was is a constant feature of the *We Are Social Compendium Of Global Digital Statistics.
Mobility vs. Mobile Devices
Mobile is a channel and Mobility is the complete mobile behavior where information, convenience, m-commerce and social are all served up while on the move, across a variety of screen sizes and devices in the most personal way. A company may have a strategy to deliver its content to mobile devices but it might create inferior mobility experiences because it’s content does not fit well onto various screen sizes, and some essential functions are not included or only partially thus requiring some tasks to be abandoned and completed on the desktop web site. Good user experience anywhere on any device is good mobility. Here is a blog post that expands on this concept of “Mobile vs. Mobility”; What You Need to be Focusing On”
B2B Marketing Mobility Shift
The year on year growth of using social media accounts on mobile devices is a tidal wave that affects many facets of consumer behavior and B2C. It is understandable to believe that these consumer experiences will be increasingly expected in the B2B realm as well. B2B Marketing must learn from these consumer experiences and start to adopt them. B2B Marketers need to expand their content marketing approach to include the mobility shift.
“B2B Marketers need to expand their content marketing approach to include the mobility shift”
Content Marketing Embracing The B2B Marketing Mobility Shift
Content Marketing is one of the most topical items on the agenda for many companies right now. This is also true for companies that have a B2B focus. When considering the B2B marketing mobility shift marketers must not lose sight of what their key target audience is wanting to see. B2B decision makers have expressed what they view as crucial content to help them make buying decisions. B2B marketers must not ignore this and at the same time scramble for the easy content that can achieve high mobility otherwise we miss the point. Content is king, but even better the right content is king!
In this chart we see the *Characteristics most valued in B2B content consumed by B2B decision-makers Worldwide from eMarketer.
Desired Content for B2B Marketers To Use In The Mobility Shift
*Eccolo Media’s B2B Technology Content Survey Report asked technology buyers, from engineers to the c-suite, how much content they consumed and what content they paid most attention to. Most of the respondents said that they only need to consume between 2 and 5 pieces of content before making a B2B purchase. White papers and data sheets featured heavily. In the list was also social content, slideshows, blogs, video and webinars etc. Be careful with how you write your white papers. Technology buyers rate “too much marketing hype,” “lack of truly independent, unbiased information,” and “information is too general” as their top three content problems, according to IDG Enterprise*
All of this content must make that mobility shift for B2B content marketing to be successful on multiple devices. Think of the future too, which is even looking at the concept of connected cars!
How To Prepare Your Company For The Mobility Shift
Getting prepared to successfully tackle the B2B marketing mobility shift is not a quick fix. It is hard enough for large companies to create a mobile strategy that works including controlling all registrations to the various app stores. A methodology I suggest to help B2B marketers address all of these issues in a structured fashion is the “Mobile Mind Shift” from Forrester Research*. The Mobile Mind Shift Maturity Framework (see below) from Forrester Research* is the core element that I recommend that B2B Marketers use to assess themselves with in order to kick off their mobility shift efforts.
Have you started on the path to success with the B2B marketing mobility shift?
Like all forms of content marketing, examine your content distribution, and traffic figures, but add mobility test cases after building up your mobility capability based on the Mobile Mind Shift Maturity Framework. Finally measure your results as an integrated effort towards your main goal, whether that be lead generation or something else that you have defined.
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References
*We Are Social –Â Compendium Of Global Digital Statistics.
*eMarketer – Characteristics most valued in B2B content consumed by B2B decision-makers Worldwide
*Eccolo Media’s 2015 B2B Technology Content Survey Report
*IDG Enterprise – “Customer Engagement: The Role of Content in the IT Purchase Process”
*Forrester Research, Inc., Mobile Mind Shift Maturity Framework, January 28, 2015
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