Mobile-First Marketing Pushed by Millennial Decision-Makers

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2018 marks a significant shift for the ecommerce world as Millennials and Gen Z — two of the mobile-centric demographic groups – become the most significant demographic group in today’s market. This shift began in October 2016 when mobile and tablet browsing worldwide took over from desktop browsing for the first time.

Statistic: Mobile e-commerce spending in the United States from 2nd quarter 2010 to 3rd quarter 2017 (in billion U.S. dollars) | Statista
Find more statistics at Statista

According to GSMA—the worldwide consortium of mobile operators, year 2017 was a milestone year for the mobile industry, with the number of people connected to mobile services surpassing 5 billion, and those accessing mobile internet services exceeding 3 billion. More than 3 billion people around the world now use social media each month, with 9 in 10 of those users accessing their chosen platforms via mobile devices.

So, Mobile Phones—and marketers need to rework their marketing, sales and communications strategies must all have a ‘mobile-first’ focus. For B2B and B2C commerce operators, it is imperative to look beyond existing adaptive and responsive web approaches to a full on ‘Mobile-First’ strategy. Your customers are increasingly viewing your online communications, emails, social posts from smartphones and tablets.

Defining A Mobile-First Strategy

Marketing Guru Gabriel Shaoolian says: ‘Mobile-first design is a solution that meets user needs in the present while ensuring the website can accommodate the increasing multi-device future… Taking a mobile-first approach necessitates a lot of focus and attention on the needs of the user, and it requires the company to hone in on what is most essential about its message and its content. There’s no room for flashy widgets and vanity features. In a way, a mobile-first approach offers the chance to strip away distractions and distill the experience down to what really matters.’

B2B Marketing Comes Into Its Own

The B2B landscape is experiencing a tectonic shift in 2018. As more millennials step into decision making roles, they will be open to re-evaluating long-standing relationships and legacy processes or procedures in the B2B space. As it turns out, over 73% of millennials have become decision makers in purchase products or services for their companies or their own businesses. Over 34 percent are the sole decision-makers regarding purchases.

Millennial B2B buyers cited Internet search and vendors’ websites as their two top means of researching products and services, and 82 percent of Millennial B2B buyers said mobile devices were important when researching new products and services. The Millennial B2B buyer will gather information up front by consuming information via social networks, videos, blogs, podcasts, etc.

Reimagining Your Sales & Marketing

Marketers have increasingly adopted mobile marketing over the years. Optimizing for mobile and investing in a mobile-first marketing strategy) must be a cornerstone of your sales & marketing strategy in 2018. As both consumers and professionals today, we experience the sales & marketing process being impacted by the Mobile-First shift in smartphones and other mobile devices. Over 82% of smartphone users turn to their phones to influence their purchases while they are physically in stores. Research shows that 39% of consumers read reviews prior to purchase in store, with this number increasing to 54% for online shoppers.

Your sales & marketing strategy must factor in the role of smartphones in everything from decision making and comparing options to making the final purchase decision. 93% of people who use a mobile phone for research will then go on to make a purchase and one study found mobile accounts for 35% of all retail eCommerce transactions. Mobiles enable the confluence of different media streams with 84% of smartphone and tablet users turning to their devices as they watch television, providing a huge opportunity for advertisement linking both television and mobile devices.


In closing, here are some Mobile-First statistics with industry sources to highlight the importance of marketing in a Mobile-First world:

– By 2019, mobile advertising is expected to represent 72% of all U.S. digital ad spending. (MarketingLand)

– 80% of internet users own a smartphone. (Smart Insights)

– 48% of consumers start mobile research with a search engine –but 33% go directly to the site they want. (Smart Insights)

– Google drives 96% of mobile search traffic, followed by Yahoo at 2% and Bing at 1%. (NetMarketShare)

– 57% of users say they won’t recommend a business with a poorly-designed mobile site. (socPub)

– 68% of companies have integrated mobile marketing into their overall marketing strategy. (Salesforce)

– 71% of marketers believe mobile marketing is core to their business. (Salesforce)

– 58% of companies surveyed have a dedicated mobile marketing team. (Salesforce)

– Google says 61% of users are unlikely to return to a mobile site they had trouble accessing and 40% visit a competitor’s site instead. (McKinsey & Company)

– 83% of mobile users say that a seamless experience across all devices is very important. (Wolfgang Jaegel)

– 91% of mobile users say that access to content is very important. (Wolfgang Jaegel)

– Average smartphone conversion rates are up 64% compared to the average desktop conversion rates. (CMS Report)

– 57% of users say they won’t recommend a business with a poorly designed mobile site. Now, more than ever, great UX has a higher ROI. (CMS Report)

– 88% of consumers who search for a type of local business on a mobile device call or go to that business within 24 hours. (Nectafy)

– 83% of B2B marketers said mobile apps were important to content marketing. (Strategy Trends)

– By 2018, 8 in 10 email users will likely access their email accounts exclusively from their mobile devices (emailmonday)

– 48% of millennials view video solely on their mobile device. (Source)

– Websites that load in 5 seconds on mobile see 25% more ad visibility and 70% longer session duration. (Google DoubleClick)

– 79% of people use their smartphone for reading email — a higher percentage than those who use it for making calls. (Email Monday)

If you would like to learn more about Marketing in a Mobile-First world, write to us at or connect with us on Twitter @McFadyenDigital




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