Today’s mobile shoppers are more research obsessed than ever. They spend time searching mobile sites and apps to find the best products, deals, and reviews. This new consumer switches between apps and mobile sites before making a final decision. Throughout this ritual, he expects friction-free research experiences and seamless points of sale. This new behavior requires merging teams among app and mobile web marketers. However many organizations still silo these teams, resulting in fragmented user experiences.
Things are moving faster than ever. Despite the complexity of B2B purchasing, more and more buyers use smartphones, and mobile’s influence is reshaping the Business to Business purchase pathway. This constant change creates substantial opportunities for marketers who get it right; although many seem slow to adapt. But what changed?