Mobile is continually growing, playing an integral part in the Business to Business (B2B) customer journey. So much, in fact, that today, 50% of B2B search queries are initiated on smartphones. By the year 2020, this figure is expected to increase to 70%. In addition, mobile drives, or at least, influences, an average of more than 40% of revenue throughout the top B2B companies.
The consumers of today are not making a comparison of your business to other businesses; they're comparing your services to the best experiences in digital marketing they have ever had. This is especially true with B2B buyers, who are getting more and more savvy with this technology. They are beginning to realize that they must keep abreast of the latest technology and the most effective methods to disseminate their message to their targeted audience. In addition, studies show that positive mobile experiences boost loyalty and repurchasing. Over 90% of B2B customers state that they would continue to purchase from the company with whom they've had a positive and seamless transaction.Continue Reading
The days of summer are gone and the holidays are coming on quickly. If your holiday marketing plan isn't in place, you'd better get rolling! Let's first take a look at two of the most dominant devices; mobile and desktop, and what the digital landscape looks like for them.
According to comScore data, in 2016 during the months of November and December, there was a 44% increase in mobile ecommerce retail sales over the same time in 2015. As far as desktop goes, during the same months of 2016, sales from desktop orders were over $63 billion compared to mobile's $17 billion. On Black Friday (the day after Thanksgiving) of 2016, comScore reported that desktop ecommerce sales escalated 19% year-over-year, while mobile jumped a whopping 41%. In fact, in 2017 the overall spending on mobile ads increased by 26%, while desktop surged a mere 5.4%. Obviously, the mobile ads, as well as the dollars spent to support those ads, have grown exponentially.Continue Reading
Over the last 20 years, the cost of buying just one minute of a consumer's attention from a television ad in the United States has gone up by 700%. Conversely, the percentage of advertisements that are considered to be "fully viewed" with a high factor of attention has decreased from 97% in the early 1900s to less than 20% just a few years ago.
It's no mystery that every brand marketer has one goal in mind, and that's to catch the attention of consumers. With the recent explosion of video content over the last few years, as well as the ever-changing consumer behavior, the advertising industry should have adapted, but it has not done so yet ... not completely, anyway. The attention paid to today's ads isn't equal across all screens and mediums, for which advertisers aren't properly accounting.Continue Reading
1. Omni-channel marketing
Today in the United States, 35% of companies currently have an Omni-channel marketing strategy. Of the businesses that do not, 27% intend on implementing one shortly. Additionally, 70% of businesses that have this strategy believe that it is imperative for their success. However, 38% of businesses do not see the importance—yet.
As most marketers know, the advertising industry is constantly changing, along with the technology that's continually being upgraded and improved. Consumers also have new tools to help them in their decision making. Many of us are old enough to remember the pre-internet life. Making a purchase was most always in the brick and mortar stores. You probably went to different locations, seeking the lowest price and possibly a better selection. Although, it was always a better shopping experience if you could make it a one-stop-shop!Continue Reading