Disruptive technologies can both transform and reshape user behavior in ways, and speeds that we have not seen in the past. In the same way the Internet transformed how we do business; mobile technology has transformed how we listen, when we search, and where (physically) we look, in a much shorter timeframe. In a recent study published by Google and Nielsen Research 416 respondents were invited to log any type of search via Nielsen Life360 survey app on their mobile or tablet, for up to 14 days where 6,303 searches were logged in 2 weeks. The study revealed a host of very interesting data – and if you have not clicked on the URL above to get the research I encourage you to do so.
I found the following chart very insightful especially when looking at the data from the lens of a digital marketer who has worked in marketing from the earlier days of “brochures and batch and blast campaigns” through to today’s Modern Marketing environment. To reach today's always-on consumers, a mobile marketing strategy is an imperative.
It’s no surprise that mobile search crosses interests in terms of the types of searches being made. The Data suggests that B2C has experienced the greatest shift in search, and conversion (on a later chart in the report) which has resulted in a rapid rate of change related to how B2C marketers communicate to consumers. Changes in B2C, although not as dramatic, are still equally important to Modern Marketers in the B2B world. One can look at B2B as the laggards OR you can look at active mobile users within B2B as the early adopters within the segment – looking at them this way may give you better insight into how to address mobile, as more B2B search moves into the mobile environment. Of course I don’t want to omit the obvious – understanding your search yields and split between traditional and mobile will help you build programs and assign resources accordingly.
Disruptive technologies will continue to reshape how we as Modern Marketers execute on our objectives. Although the B2C segment is clearly the leader today in terms of mobile volumes, B2B marketers can take advantage of this lag by using data from their mobile segments to better plan their respective future marketing activities – as their users will eventually have parity with B2C. Take a look at the data: If you are marketing to arts, media and news (which rank high on the report) or travel (which ranks low) you may want to continue a more aggressive mobile discussion with your team.
Other questions to ask your team to get a healthy conversation started can include:
Starting off with these questions can help you and your team critically think through what’s best for your organization as you overlay these questions, and any others that come up, with findings from organizations' marketing data. Now, I don’t want to add even more confusion to the mix – but one should also consider how to react to today’s newest technologies which lack the clear distinction of mobile vs. desktop (i.e. Hybrid Laptops, Phablets, Media Streaming TV Boxes, Smart TVs, etc.) all of which introduce a slightly different experience and user behavior profile.
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