Mobile advertising is a springboard into mobile content offerings

Business professionals are snatching up smartphones and tablets at a faster rate than the general US population as they look to these mobile devices for greater work efficiency.

“Given the near complete penetration of smartphones and high adoption rates of tablets among this key target audience for B2B marketers, it’s no surprise these devices have infiltrated the B2B purchase decision-making process. They are now used in all major phases of the buying cycle to save professionals’ time,” said Lauren Fisher, eMarketer analyst and author of the new report, “Mobile Business Professionals: Seeking Efficiency with Smartphones and Tablets.” “By establishing a mobile web presence and optimizing that presence to provide business professionals greater efficiency, B2B companies can more effectively reach and resonate with this decision-making audience.”

According to research from Oracle and Endeca, already in November 2011, nearly one-quarter of B2B ecommerce professionals around the world said the mobile web was one of the most influential touchpoints for their customers.

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