Intermediate/ Excerpt...

In the past year, the aver­age tech com­pany set aside only 3.8 per­cent of its mar­ket­ing bud­get for mobile opti­miza­tion, apps and ads. How­ever, some pre­dict a shift in the com­ing year because many B2B mar­keters are not entirely sat­is­fied with their mobile efforts. We’ve reached (and then sur­passed) a global tip­ping point in mobile use. In 2012 alone, smart­phone sales rose by 63 per­cent, and mobile’s over­all con­tri­bu­tion to total Web traf­fic jumped 117 percent.

 

Mov­ing for­ward, it would be a mis­take to focus only on mobile ads. The keys to boost­ing mobile con­ver­sion rates are the same we’ve used to unlock dig­i­tal: per­son­al­iz­ing sites, devel­op­ing use­ful and rel­e­vant con­tent mar­ket­ing, and deliv­er­ing true value to cus­tomers. Mobile tech­nol­ogy can be inte­grated with the entire mar­ket­ing chain and made to work hand in hand with dig­i­tal strate­gies already in place.

 

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