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Mobilegeddon – is the end really nigh?

By Phoebe Scott on 8th May 2015

21st April was the day the marketing world seemingly spun into online chaos. Google announced that it was ranking sites with mobile-responsive design higher in its algorithm. A lot of consumer-focused businesses let the news breeze by, knowing they’re already playing the game. However, the light was shone on whether B2B companies should consider a mobile website a priority. The answer is simple – yes.

A mobile website should always be on the list of priorities, regardless of Google’s latest announcement, as you risk missing a key market if you’re desktop-only. A large proportion of potential customers use mobile and tablet devices to browse both on-the-move and at home. This is only further proved by Google’s latest announcement that most search queries come from users on mobile devices, rather than desktop.

Our TechHeads research identified that 50% of CIOs research IT products and services on public transport. Although this number may not seem scarily largeit is a very engaged audience as users are biding their time on the 19:02 train home with time to kill. Marketers could risk missing out on influencing purchasing decision makers at the point they are actually seeking and consuming the information that leads to their final choice, if they’re not available on mobile devices.

The consequences of B2B brands ignoring mobile is where we really start to see the differences in where the land lies between B2B and consumer. Where consumers will use a mobile to travel through the sales funnel, B2B buyers are using mobile devices purely for research. Businesses won’t necessarily lose immediate sales and revenue by ignoring mobile. However, they do lose time in front of potential customers researching to buy at a later date.

This isn’t doomsday – but it’s certainly an alarm clock for those that have hit the snooze button one too many times on mobile optimisation.

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