Author: Ivy Zhao / Source: The Content Strategist
Judging by the headlines, the mobile revolution is well underway. Last year, Adobe ran a story on CMO.com titled, “The Moment Is Now: Brands Must Embrace A Mobile-First World.” Think With Google wants to show us “How to Drive Growth in a Mobile-First World.” And a few months ago, Entrepreneur declared that “The Dominance of Mobile Marketing Is Complete.”
At first glance, the narrative makes sense. Mobile ad spending has surpassed $58 billion this year, accounting for 70 percent of all digital spend, per eMarketer. This “mobile-first” mindset gives consumers the ability to access information wherever they want to research and make purchases. So if you don’t invest in mobile, you risk getting left behind.
But it’s time for us to rethink this blanket advice. Mobile optimization and investment may be necessary for a lot of brands, but for B2B companies, its importance has been wildly overstated.
To debunk this misconception, let’s talk…
Audience Team
The digital audience insights you need to build, manage and market to your digital audiences.