Movable Ink's 2015 US Consumer Device Preference Report provides deep insight into consumers’ adoption and use of smartphones, tablets, and desktop computers, and how they engaged with email throughout 2015. 

The 2015 report covers how the holiday season compared to the rest of the year, as well as a slowing trend in mobile and tablet email opens. We also broke down data on user habits and trends including:

Conversions by device and vertical
When emails are opened during the day by device type
Time spent in email based on device

Download the free report today to access all of our research and analysis.

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There are a number of drivers for the increasingly enthusiastic adoption of mobile marketing by the B2B sector. The technology used at work is becoming less corporate, with workers demanding to use their own smartphones and tablets to access company information – otherwise known as bring-your-own-device (BYOD). By 2017, half of all firms quizzed by analyst Gartner said they would no longer provide devices to their workforce. As Cisco’s research shows, 90% of US workers use their personal smartphones for work purposes.

Meanwhile, the range of mobile marketing options has expanded to include multimedia messaging services, push notifications, mobile emails, QR codes, location-based marketing and in-app messages. The humble text has been gradually supplanted in the affections by over-the-top (OTT) messaging apps like WhatsApp and Snapchat. More than half the world’s 1.4 billion smartphone users now use the newer forms of OTT apps, according to market researcher Analysys Mason.

Mass acceptance means business conversations will increasingly be conducted on mobile devices – whether smartphones, tablets or connected eye-wear — through push notifications, Smart Messages or text messaging. According to research body M&M, mobile marketing will grow by 28% in the next four years, from a US$4.3 billion global market in 2014 to US$15 billion by 2019.

Consulting firm Frost & Sullivan found marketing texts have an open rate of 98%, compared with 22% for email marketing, so the advantages of this tool are too great for B2B marketers to ignore. But there are lessons to be learned from the pioneering efforts of B2C marketers.

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Digest...

B2B’s must think about their mobile presence and while leaping from unaware to mobile savvy may be more evolutionary than revolutionary, it must be done and as a starting point B2B’s should be thinking about the following 4 things:

Mobile Website: First and foremost does your mobile web experience create the right first impression? Consumers want mobile sites to load fast and provide large easy to read navigation so they can figure out where they want to go.

Articles and Content: B2B’s are now using more and more content to help buyers engage with their brand. From the blog to your downloadable whitepapers and infographics, mobile users are looking to be able to read and learn about your business on screens that may only be 3 or 4 inches in size (not everyone has adopted the iPhone 6+ or the Samsung Note).  If the visitor finds your content quickly but it isn’t in a responsive format then chances are they won’t read it.

Social Friendly: In an online world where we don’t only consume content, but share the best and most insightful findings of our day on social media sites, does your mobile site make social sharing and engagement easy?

App-Centric: Perhaps the biggest trend that most B2B’s are unaware of is that most people on their mobile devices aren’t on the web browser but they are using applications (apps).  For B2B’s this doesn’t necessarily mean that they need an app (although they may), but rather that they need to consider their mobile presence within apps (specifically social sites). For instance, a user on Facebook or LinkedIn may want to learn more about your business.

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Basic/ Condensed...

An analysis of 155 responsive sites finds that only 32 — or 21 percent — of sites load in four seconds or less, according to a report from Trilibis launching today.

“This is particularly true for responsive design Web sites, where the same codebase and associated images are sent to all devices from PCs to mobile phones. It is best to optimize images for mobile devices at the server level, which delivers lighter pages, faster load times and a better user experience.” 

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DWA infographic giving you the mobile consumption habits of B2B and tech decision makers.

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Infographic showing email Subject Line and From Name character lengths for many popular smartphone and tablet mobile devices.

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The mobile inbox, email deliverability, and closed-loop reporting were all big focuses of the Salesforce Dreamforce conference in 2013.

Intermediate/ Digest...

1. You should care about the mobile inbox

It may not come as much of a surprise, but almost 50% of all email opens are now happening on mobile devices. Yet I am still seeing emails that are not optimized for viewing on a phone. Always test your email on a mobile device prior to sending. Most online mobile phone simulators are not 100% accurate, so be sure to test using the real thing.

2. Email deliverability is up to you

I mentioned this in a previous blog post, but it was a huge theme at Dreamforce - if you want your emails to be delivered to the inboxes of your recipients (rather than their spam folders), you need to be producing emails that are engaging.

3. Prove it's working

With the ability to fully integrate websites, marketing automation platforms, and CRM systems, closed-loop reporting is now more achievable than ever. You can trace the new business you win all the way back to the lead source and the specific campaigns that influenced the new customer. These systems come at a cost, but the reporting you get will enable to to see the return on that investment.

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Intermediate/ Excerpt...

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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Email marketing has been used for years to keep in contact and maintain relationships with customers. Lately, with the increasing use of smartphones, we’ve seen the effectiveness continue to rise.

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Excerpt...

Asked how they would like to see ownership of mobile web strategy changed, 51% of CMOs surveyed by NetBiscuits indicated that they should get more ownership, compared to just 9% who think the CIO should get more, according to a new report. While CIOs were a little more generous, 38% believed they should get more ownership, versus 18% feeling that CMOs are owed greater control. The CIO currently has more influence over strategy, though, respondents say.

Despite recent developments in mobile marketing, many B2B marketers are still avoiding its opportunities and getting left behind. Are you?

Excerpt...

Start by considering the following tactics for your mobile presence.

1. Responsive website. Make your website responsive to the different devices and adapt content where necessary.
2. Mobile-friendly campaigns. Ensure that your campaigns do not run aground on mobile devices, and instead optimize your landing pages. Tailor settings for each type of device for things such as forms.
3. Mobile advertising. Mobile advertising can be highly tailored by location, time, and device, resulting in high relevance and therefore high-response rates.
4. Mobile e-mail. Reading e-mails is still one of the most used functions on smartphones and tablets. It is therefore essential to ensure that your HTML can be read properly on these devices. For example, use only one column.
5. Mobile apps. An app enables you to secure a prominent presence on your customer’s device. But for this you need to do more than simply follow the recommendations given above.

For years, online marketers have recognized the potential of retargeted advertising to transform the mobile shopping experience.  Now, new technologies are making this possibility a reality.

Key excerpt...

This year, we carried out the same studies on mobile search and learned that 88% of site visitors driven by mobile search ads would not otherwise click on the business’s organic listing when ads are paused. From March 2012 - April 2013, we conducted Mobile Search Ads Pause studies on more than 300 US AdWords accounts from 12 key verticals. The research focused on search terms that had an organic listing on the first page and adjusted for factors like seasonality. Similar to our previous study of search ads across all devices, we found that an average of 88% of clicks generated by mobile ads were incremental.