With people spending maximum time on mobile phones, B2B mobile marketing is becoming increasingly important with every passing year.
The browsing habits and search engine usage of people have undergone a drastic shift over the past decade. Experts have agreed that the way people are browsing, searching, and accessing information has transformed and will continue to change over the years to come. Search Engine Land confirmed that digital media usage had gone up by 49%, and mobile app usage has reached 90% between June 2013 and June 2015. This is the period from when the shift to mobile just started happening. As confirmed by eMarketer, during 2016, mobile ad expenditure made up to 51% of the combined digital ad expenditure.
As confirmed by Quoracreative, in 2019, mobile search ad expenditure is estimated to be over $28.25 billion. Almost 87% of Facebook’s advertising revenue came from mobile. By the end of 2019, mobile advertising accounted for about 72% of all U.S. digital ad spending. In 2020, these figures are expected to increase further.
Since 2015, mobile marketing has continued to become increasingly crucial for B2B marketers. It is clear that people now spend much more time on mobile phone apps than on desktop computers or laptops. This trend has led to the ad expenditure on mobile advertising to take up almost 70% chunk of the total B2B ad spent. For B2B advertisers, it’s essential to continue to evolve in line with the changing marketplace and the changing audience preferences. And clearly, mobile is the platform preferred by a maximum of the target audience across the globe.
Almost two-thirds of B2B companies offer some app or site explicitly designed for mobile devices. One of the most prominent challenges for B2B advertisers is that they get ads served to the right user. B2B professionals in manufacturing, software, or executive roles are sought after due to their value and influence over purchasing a high ticket or niche items. B2B advertisers need to continue to test, update and modify the paid search advertising methods to stay in sync with their audience expectations. Keeping the current market condition in mind, the focus should not deviate from mobile marketing.
Yahoo’s native mobile search platform Yahoo Gemini has gained a lot of market share in the mobile space. Almost 44% of Facebook users only access websites through their mobile devices, accounting for more than 650 million users. Although Facebook is not usually considered a viable option in the B2B space, it gives signals regarding the evolving user behavior.
Facebook is prominent for app development, with over 30 million apps been explicitly developed for the platform. Also, more than half of the advertisers’ budget for Facebook is allocated for mobile usage. Almost half of LinkedIn’s visitors access the site through mobile devices. This shows that B2B marketers need to widen their vision beyond conventional strategies like Google AdWords.
Google has expanded its mobile campaign offerings, and ads promoting apps can be tailored around different engagement types. This is what B2B marketers need to excel in; to increase their app downloads on mobile devices to push sales. With average user time spent on apps expanding and more and more B2B companies creating apps, it is incredibly crucial to be innovative with different methods to drive traffic and engage users.
B2B advertisers need to remain agile enough to ensure that they reach out to the targeted audience no matter where or how they search. And, as mobile search and app usage is trending, to grow in popularity, B2B marketers need to ensure that they are innovative enough to drive mobile advertising strategies smartly.