Whatever the digital ad and wherever it is placed, assume the audience will see it first and probably only on mobile, LinkedIn experts tell John Kinsella According to eMarketer, 2023 will see a major shift of digital B2B ads to mobile. In its B2B digital ad spending forecast for the US, eMarketer predicted that display will surpass search to account for a greater share of B2B advertising in 2023. While there are several factors driving this, the proliferation of B2B mobile advertising is among the strongest. Tequia Burt at LinkedIn notes that the focus of mobile advertising is largely on brand awareness campaigns. However, it seems that more and more buyers are using their phone to take meaningful steps in the purchase journey. This tallies with Gartner research across hundreds of B2B buyers which found that over 80% of B2B buyers prefer ordering or paying through digital commerce. “In addition to upper-funnel brand awareness campaigns, marketers should continue targeting their audiences on mobile throughout the journey, retargeting those who interacted with early ads to stay present, gain mental availability, and drive action on their terms,” Burt advises. “Mobile first doesn’t just apply to web pages anymore, or even form fills.
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Think mobile first for your digital marketing campaigns – Business Plus
