It is time to go mobile with your branding.
That was the key take-away at the Business Marketing Association Summit recently held in St. Louis.
A speaker from Google said B2B marketers need to position their brand for the growing use of mobile devices in the marketplace.
Google research indicates search on mobile devices, including tablets, has increased greatly during the past year and nearly one in four purchases is now taking place on a mobile phone.
He said marketers should consider creating specially designed websites strictly for mobile use.
Their reserach indicated 71% of decision makers will consider multiple brands prior to a purchase.
This includes dedicating two weeks or more to study vendors and suppliers.
He said purchasers will conduct five or more online searches and they want to search where and when it’s convenient for them, whether that is in the office, at home, at an airport, or at any remote location. Thus the need for more mobile branding.
The speaker said video is also growing as a marketing tool.
Twenty nine per cent of buyers will watch videos to learn more about a company and its products. It is a growing trend and he urged B2B marketers to add video to their game plan.
Do you have a mobile branding strategy for 2013?