By now, you’ve probably caught on to the idea that your website needs to be mobile compatible in order for your business to remain competitive in the marketplace. According to Forbes Insights’ report, “The Connected Executive: Mobilizing the Path to Purchase,” 90 percent of B2B decision makers are using their smartphones and tablets daily to complete business-related tasks. Of these senior-level executives, almost three-fourths confirmed that they would not engage with a company if they had a poor mobile experience.
Another tidbit of marketing advice that you’ve likely heard is that you need to have a social media presence and social marketing strategy. In a way, these two pieces of advice are connected. While you’ve likely adjusted your website to meet these expectations, have you applied the reality of mobile to your social media plan?
According to the 2014 Nielsen Digital Consumer Report, 47 percent of smartphone users access social media on their phone daily. This percentage is likely to include the industry influencers, buyers and decision makers you are trying to reach.
Another striking statistic from Forbes Insights, is that 78 percent of B2B decision makers use their personal time for mobile browsing. I think you and I both know executives aren’t immune to the temptation of checking their social networks while they’re on mobile, especially on their personal time. I mean apps make it so easy, right?
What does all of this mean to you?
Recognizing the shift from computers to mobile devices allows you to step back and look at social media in a different way. For most people, their phone doesn’t leave their side for more than two hours of the day. Social media is no longer a desktop experience; it’s an ongoing event. So, forget pushing advertising and promotions, and start trying to figure out how you can be a part of your target audience’s lifestyle.
At OffWhite, we thrive on the ever-changing digital landscape and the opportunities it brings. If you would like to learn more about our approach to social marketing or begin designing your own strategy contact us today.
