The Role Text and Video Play in a First-Mobile World

The Role Text and Video Play in a First-Mobile World

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Over the past decade, mobile-first approaches have become more popular and changed how we interact online. There’s almost nothing the desktop computer can do that smartphones can’t. It’s not surprising that well over half of web traffic comes from mobile devices. And for the first ever in the United States we have “smartphone only” internet users, who make up about 20%. The Ericsson Mobility Report predicts that mobile traffic will increase by 25% by 2025. This traffic is largely attributed to video and streaming via mobile devices. How mobile is reshaping B2B landscape Modern life is a constant tether to...

Over the past decade, mobile-first approaches have become more popular and changed how we interact online. There’s almost nothing the desktop computer can do that smartphones can’t. It’s not surprising that well over half of web traffic comes from mobile devices. And for the first ever in the United States we have “smartphone only” internet users, who make up about 20%. The Ericsson Mobility Report predicts that mobile traffic will increase by 25% by 2025. This traffic is largely attributed to video and streaming via mobile devices. How mobile is reshaping B2B landscape Modern life is a constant tether to mobile devices. The average person checks their phone dozens of time a day and multiple times per hour. It is therefore logical to optimize content for mobile devices as they are most likely to be used. Image source: Oberlo Mobile phones have revolutionized how people shop, especially in the B2B sector. Businesses need to adapt to the new, tech-savvy and independent buyers. We’ll explore how this shift affects the B2B market and what you can do to adapt. 1. Mobile-first buyers: what they need to know BCG research found that B2B buyers used mobile phones in the workplace, and 60% said that they played a major role in their recent purchase decisions. Modern workforce is a mixture of Gen Xers, Millennials and Gen Zers who are tech-savvy. They multitask across multiple screens at work. They are also less likely to work at their desks, as they can do their jobs from home. Some even use their smartphones to stay productive while on the road. Early mobile leaders are also able to achieve higher levels of engagement in terms search queries, traffic generation, lead generation and conversion. 2. Accelerating the time to purchase In their buying journey, 80% B2B buyers make use of mobile phones in various touchpoints. Mobile phones can also speed up sales by 20 percent by shortening the time between purchase and completion. This is achieved by improving teamwork and decision-making, especially with complex purchases. B2B buyers that use mobile extensively and work with traditional channels, take on average 49 days to go from lead generation through to purchase. Those who do not use mobile at all for purchasing decisions take on average 84 days. 3. Capturing value Businesses who have adopted a mobile first approach know how important it is to design experiences that are simple and geared towards smartphone users. Mobile-friendly content is designed with simple features like less text and a vertical format to fit better on screens. It also emphasizes visuals like infographics, podcasts and videos. Positive customer experiences build brand loyalty. Over 90% of buyers with a positive mobile experience are likely to purchase from the same vendor in the future, compared to only 50% of those who had a negative mobile experience. What is Mobile-First Design (MFD)? When it comes to attracting and engaging potential customers, content is the key. It is important to remember that mobile devices are the most popular way of surfing the web. According to research, website visitors decide within a few seconds whether to remain on a site or leave. Your content must be mobile-first, so that it is easily digestible and accessible for those who are on the move. Here’s an example of both a good and bad mobile-first design. (You will see the content that needs to be modified to make it mobile friendly). Image source: Hippo Video Pricing Plan We’ve considered a few things when deciding how to best present text on our mobile-first layout: 1. Keep it bite-sized It can be difficult to read long parag...