Navigating the Mobile-First Landscape in Digital Marketing Campaigns

Every digital advertisement, regardless of its placement, should be crafted with the presumption that your audience is primarily viewing it through their mobile screens.

Every digital advertisement, regardless of its placement, should be crafted with the presumption that your audience is primarily viewing it through their mobile screens.

As we venture deeper into 2023, eMarketer forecasts that there's a significant shift happening in the realm of digital B2B advertising, with a major transition towards mobile. This year, the report suggests that display advertising is set to take the lead over search advertising in terms of market share for B2B advertising in the U.S.

Several factors contribute to this shift, but the escalation of B2B mobile advertising appears to be the dominant force. Tequia Burt, an authority in the field, notes that mobile advertising has typically been focused on raising brand awareness. Interestingly, recent trends indicate that an increasing number of buyers are using their mobile devices for more than just awareness - they are actively progressing through the purchasing process on their phones.

Gartner's research, involving hundreds of B2B buyers, supports this shift: it found that a whopping 80% of B2B buyers prefer conducting their transactions digitally. Burt further emphasizes that mobile marketing shouldn't be limited to top-of-the-funnel brand awareness campaigns; it should be a consistent element throughout the buyer's journey.

The notion of "mobile first" has evolved from being merely about web pages or form fills. With mobile devices accounting for approximately 70% of global web traffic and the majority of email users accessing their accounts via mobile, this shift is all-encompassing. Burt underscores that B2B display ads on mobile integrate seamlessly into people's day-to-day online activities, providing a contextual and complementary experience.

The digital ad, irrespective of its nature or placement, should be designed with the assumption that its primary and perhaps only point of interaction will be on a mobile device. Burt suggests that marketers should reflect on their own ideal mobile experiences: less text, more guidance, fewer clicks, and more information per interaction are key. The onus is on us, as marketers, to ensure that our content is easily accessible and engaging for our audience.

Steve Kearns, the Ads Marketing Leader at LinkedIn, weighs in on the discussion, emphasizing that many B2B ads have historically been product-focused rather than customer-focused. This, he believes, is not conducive to long-term brand-building, which requires engaging with potential customers even before they are actively seeking a solution.

In Kearns' view, B2B buyers are often less interested in product specifics and more interested in what the product can enable them to do. As such, brand promise trumps product selling in winning over the audience. Engaging storytelling can help your brand occupy a prime spot in the minds of your buyers, which in turn increases the likelihood of them choosing you over your competitors when they're ready to make a purchase.

So, as we delve further into the digital world, let's shift our focus towards a mobile-first approach, as it's no longer just an option—it's an imperative.

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