Last year, Google released a new algorithm that is designed, quite simply, to reward mobile-friendly websites. This algorithm will prioritise mobile friendly sites towards the top of search results.
The digital industry however loves a bit of melodramatic storytelling, and so this new algorithm was coined ‘MOBILEGEDDON’, the end of the tech world as we know it, causing mass destruction and turmoil in its stormy wake and tearing apart brands who didn’t seek shelter i.e. make their websites mobile-friendly.
It’s safe to say, the news was over-dramatised. And while everyone enjoys an apocalyptic story, we’re not quite part of the matrix yet. But we should still view this change as the start of a new era, a digital era, which now demands that savvy digital content should be designed to be responsive across all devices if you are to successfully engage your audience.
The introduction of Google’s new algorithm was due to the fact that most digital media consumption growth over the past 4 years occurred on smart phones and tablets; up 394% and 1,721% respectively. These findings are applicable to not just the B2C market, but also B2B, as employees are increasingly on the move as opposed to sat stationary on a desktop. In contrary, B2C marketers are more likely that B2B counterparts to have mobile-friendly digital content; 75% vs. 64%.
It’s time for B2B marketers to consider the benefits of responsive design within their targeted campaigns. Content marketing within B2B generates 3 times as many leads than traditional outbound marketing. Yet surprisingly, companies spend 62% less on these particular campaigns. As pioneers in digitising B2B content marketing campaigns, we feel that responsive content that can be viewed across all devices is imperative to the success of a content marketing campaign within B2B.
Last year, one of our campaigns was shortlisted in the B2B marketing awards for the most ‘Commercially Successful Campaign’ with a Fujitsu Infrastructure project. The campaign pays tribute to B2C marketing techniques such as stunning and highly visual graphics that are encompassed within an eGuide that can be viewed responsively on any device. This particular campaign greatly increased lead generation and sale enablement compared to previous, traditional campaigns.
Still not convinced that mobile is the way forward?! Challenge us with a debate! We’d love to hear you thoughts and share our ideas and research. To view our portfolio of past projects with Fujitsu, you can request access to Affari Portfolio
