For the first time, more than half of B2B ads will be placed on mobile this year, according to Insider Intelligence.
It’s a good time to address the most persistent mistakes B2B advertisers continue to make with mobile ads, particularly nit-picky to holistic customer understanding.
Yes, B2B marketers should nail the desktop experience first since it’s still where we see most quality conversions happen. But neglecting to optimize over half of their opportunities to engage users has ripple effects down the funnel.
User flow and UX on mobile are different than it is on desktop. Layout, sizing, attention span, intent and ease of use fundamentally differ on mobile. Yet, B2B advertisers often forget this when they build mobile flows.
Let’s jump into the specific mistakes I see and how marketers should recalibrate their thinking.
Mistake 1: Failing to consider mobile user intent
B2B audiences are more available and engaged on mobile, but it’s still essential to assess intent and attention span and incorporate that into UX.
Users probably aren’t making big business decisions on their phones, but they might be open to good, quick messaging that offers insight into their challenges.
Too often, many marketers echo what they’re doing on desktop. Consider mobile intent to inform everything from your content and channel selection to call to action.
For instance, if you’re pushing a signature, long-form piece of content on mobile, try “read later” or “send to email” or promote a shorter blog post that entices the user to download the full file.