Dubbed ‘Mobilegeddon’, Google’s move to give priority to mobile websites when users search on mobile devices reinforces the fact that we live in a mobile age. For big brands like ASOS, Marks and Spencers and the BBC it is simple; their users are mobile oriented and it makes complete business sense to accommodate this. But what if you are a B2B business? How important is your website? Do your customers care if it isn’t mobile optimised?
A mobile website should be a priority for all businesses – whether consumer-facing or B2B – and ignoring this fact means companies are missing out on an opportunity to capitalise on mobile web traffic and potential revenue streams as a result. According to StatCounter, the use of mobile devices to access the internet increased by 67% worldwide in 2014. In the UK, smartphone adoption is forecast to grow to over 40% next year. From tablet to smartphone to smart watch, consumers are becoming more mobile and screens are getting smaller. Commuter trains packed with C-Level executives glued to iPhones are a good indication that B2B sites are no longer viewed exclusively from PCs. Business prospects are seeing you in a mobile light and it is vital to look your best. As an extension of the brand image, mobile websites enable businesses to present essential information to customers in a convenient, visual format.
So what’s holding B2B brands back? When speaking to business decision makers about ‘mobile websites’ there seems to be some confusion as to what this actually encompasses. Does it mean an iPhone app, or a website that can be loaded onto a smartphone? What’s more, the complexity of the mobile market – range of screen sizes, device types and operating systems – makes it that much more difficult for businesses to know where to start when tackling mobile. Educating businesses on the variety of options available according to the needs of the business will ensure decision makers can make more informed choices about their mobile strategy.
It’s also important to have the right metrics and analytics in place. Most B2B businesses don’t report on how many visitors they get through mobile versus desktop, so if you’re not comparing and contrasting, how do you adapt your marketing strategy in line with engagement levels? The first rule of mobile optimisation is that data is your friend; Google analytics is a powerful tool, it allows deeper understanding of who uses a site and what the visitors do when they get there. There is no one-size-fits-all approach to adapting a site for mobile and so utilising the invaluable analytics data is imperative when determining how to go mobile.
Every year, there is hype around a new communication channel – take Periscope or Meerkat most recently as an example – and how brands can harness it to best effect. B2B brands must not be complacent when it comes to adopting this technology as they risk being left behind as competitors adapt and edge ahead. Mobile websites aren’t a new concept, but for well-informed brands they present a crucial opportunity to reach a wider, more engaged audience. However, getting the fundamentals right – such as great user experience and well-developed content – will really propel a brand up the Google rankings.
By Kun Dang, Head of Search at Babel PR.
PrivSec Conferences will bring together leading speakers and experts from privacy and security to deliver compelling content via solo presentations, panel discussions, debates, roundtables and workshops.
For more information on upcoming events, visit the website.
comments powered by Disqus