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Are You Only Reaching Half Your Audience?


If your company isn’t mobile enabled, you’re making a big mistake. To succeed in today’s business climate, we believe that all of your content and every method you use to engage with customers MUST be mobile enabled.

Ignore this advice and you’ll succeed at only one thing: Failing to reach at least half your audience. And that’s just today. Do it tomorrow and you’ll miss even more of your intended audience — and every day that number will go up!

Don’t believe us? Marketing Tech Blog recently shared a fantastic infographic that clearly shows how B2B is becoming more consumerized and emphasizes the rise of smartphones and tablets in the corporate purchasing process.

The data is based on research by the Acquity Group, which took comments from 207 buyers overseeing annual procurement budgets of more than $100,000 across a spectrum of industries. The buyers were questioned about how and why they purchased items for their companies.

According to the research, some 60 percent of people in the 18-to-45-year-old age group have already bought items for their company using a mobile device. Of “seasoned executives,” which the infographic defines as “Jane the Boomer,” or people over the age of 45, about one-fourth have researched or bought items using a tablet or smartphone.

Almost a third of all the people surveyed said they would be willing to make “a major purchase of $5,000 or more” with a mobile device if such an option — an easy-to-use option — existed through the supplier. The accompanying article suggests corporate buyers need to “apply B2C purchasing preferences to B2B transactions,” to the buying experience. 

The Tellwise Nutshell (TTN): Your sales and marketing activities MUST be reaching the customer on any device, in particular mobile devices. Otherwise, you already missed out on a big chunk of your opportunity to market, because if your content or your e-commerce site is not mobile enabled you will attract less business.

Source: Marketing Tech Blog, July 2013

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