Millennials on the Move with Mobile Devices
If your B2B marketing strategy does not include video and mobile marketing, you may be missing out on reaching a key buying influence: Millennials. According to a recent study fielded by Millward Brown, “Changing Face of B-to-B Marketing,” 46% of B2B purchase decision-makers were Millennials, up from 27% in 2012.
As boomers retire and younger adults enter the workforce, business to business purchasing decisions now include this younger audience. The same survey reports that there has been an increase in video and mobile usage. The study shows 34% use mobile content across each stage of the buying process compared with 18% in 2012.
What does this mean for B2B and industrial marketers?
- Make sure your company website is responsive. That means being visible on all hand-held devices, including cell phones.
- Add video to your website to illustrate your company’s products, services, and capabilities
- Include social media in your marketing mix
- Include blogging in your marketing mix
- Utilize marketing automation software for implementing inbound marketing strategies and targeting personas that fit the new demographic of B2B buyers
At Grant Marketing, we focus on B2B marketing strategies, creative, and digital marketing and are adept at business-to-business marketing communications. We know how important it is to anticipate marketing trends and remain ahead of the curve. For further information on how the face of B2B marketing is changing, download this detailed study by HubSpot on the state of inbound marketing.
