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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