October 2017

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.

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.

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.

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.