Americans now consume more digital content on mobile devices than on desktops, according to comScore. In May 2014, smartphones and tablets accounted for 60% of all digital media time spent. Oddly, many prominent B2B marketers do not make it comfortable to view their websites on a smartphone. Especially since most out-of-the-box website software solutions have responsive web design built-in.
Today, B2B marketing managers have (or should have) transcended the idea of offering visitors basic information on their products and services. The current vogue is to design web experiences that are more attractive and interesting, especially since attention spans are short and getting shorter. With a feast of compelling content available on the web, there is much at stake.
Every day there is another report of an upstart company ‘disrupting’ the status quo with a better idea. Companies that have dominated their markets for years are under attack. Vice Media, which started in ’94 as a free magazine, is now valued at $1.5 to $2.5 billion, while the NY Times is suffering from very visible technology pain. Success and change can happen quickly.
A website provides the look and feel of a B2B brand – it may be the ONLY thing a customer sees. When business leaders understand the importance of that interaction, they'll support efforts to build a memorable and attractive web experience. And, the tools are available.
I post observations and opinions about the most important aspect of marketing and sales – the expression of ideas. If you like what you’re seeing, please share it with a colleague. Or, let me know at firstname.lastname@example.org.