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Does Mobile Marketing Matter for B-to-B?

October 27, 2015   Posted By Joel Goldstein

Does it matter if someone on a mobile phone can navigate through a B-to-B company’s website? For the last few years, the answer to that question has been “No,” based on the web traffic stats coming to our clients’ websites. Certainly, consumer companies want to make it easy to buy that new pair of boots online, to take advantage of the “impulse buy” nature of their businesses. But for engineers who use websites for researching products and reviewing spec sheets, the mobile side of online life didn’t seem to have much of a play. And the traffic stats seemed to support that.

Until now. The explosive growth in the use of tablets for BUSINESS in the past 18 months has changed the equation for mobile marketing in B-to-B. And as PC sales continue to decline, it’s clear that responsive design and other mobile-friendly web strategies have finally arrived for B-to-B. In fact, just among a few of our clients, the share of mobile traffic (tablets PLUS smartphones) coming to our sites has just about doubled in the past 12 months: 9.3% in July 2013 compared to 5.2% in July 2012. Although it did decrease for one client (what was THAT?), it grew for all the others we investigated:

 

July 2012

June 2013

Electronics Manufacturer

4%

7.5%

Materials Manufacturer

4%

6%

Electronics Manufacturer

4%

10%

Healthcare Manufacturer

8.75%

12.2%

Industrial Manufacturer

4.6%

9%

Industrial Manufacturer

5.6%

9%

Industrial Manufacturer

6.89%

14.4%

Electronics Manufacturer

3.5%

8%

Law Firm

10%

18.6%

Healthcare Services

5.8%

11%

Healthcare Services

3.2%

2.1%

Industrial Manufacturer

3.8%

6.4%

Electronics Manufacturer

3%

5.2%

Industrial Manufacturer

9.5%

11.4%

Curious about how the growth in mobile traffic might affect your website? We’d be glad to do a free web audit to investigate mobile demand in your space. As part of the audit process, we’ll also share a variety of other web metrics to benchmark your site’s performance.

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