From desktop to AI-first: why B2B companies should look beyond mobile-first strategies

The marketing sector can be a complicated place as new marketing tools and techniques are launched, almost on a weekly basis. Powered by The Drum Network, this regular column invites The Drum Network's members to demystify the marketing trade and offer expert insight and opinion on what is happening in the marketing industry today that can help your business tomorrow.

AI could lead the way

For years, marketers have been preaching a mobile-first strategy: mobile-first platforms, advertisements, websites... the list goes on. As global mobile usage continues to rise and companies look to target the first generation of 'mobile natives', approaching a marketing strategy through a mobile-first lens makes a lot of sense. I’ve noticed, however, many of the B2B companies that I work with are now looking past the mobile-first cliché and building their marketing tactics around a very different technology—artificial intelligence (AI).

Unfortunately, many B2B companies have still ‘adopted’ mobile-first for the sole reason of improving their SEO rankings. Just over a year ago, Google announced that their algorithms “will eventually primarily use the mobile version of a site’s content to rank pages from that site.” While a mobile-first approach to marketing has proven effective for many B2C companies, the same doesn’t hold true for B2B. In fact, 80% of incoming B2B traffic still comes from desktops. Lead gen forms tend to work better on desktops than on mobile devices and enterprise solutions can be nearly impossible to explain on a 5-inch screen. But where mobile-first strategies fall short, many B2B companies have found that AI solutions can fill in the gaps.

Where the mobile revolution created even more web pages and advertisements for marketers to design and keep track of, AI has provided tools that enable marketers to focus on more creative, qualitative and personalised projects. AI-powered solutions save marketers hours of time traditionally dedicated to completing admin work (like uploading, tagging and organising digital files). AI can also track customer behaviour and boost sales for B2B companies. For example, Tel Aviv-based Chorous.ai’s ‘conversion intelligence’ solution records, transcribes and analyses all customer calls. While the ‘conversion intelligence’ solution is transcribing the conversation, it also highlights important topics and flags moments when a potential customer mentions pricing, competitors or any of their pain points.

In the past couple years, I’ve seen AI take the B2B marketing industry by storm. Voice-enabled search and voice recognition technologies are believed to be one of the most promising marketing tools. And image recognition, like Amazon’s ‘Rekognition’ solution, is being used by numerous B2B companies to automatically tag and organize digital marketing materials. At Bynder, we’ve integrated image recognition into our DAM platform, and it’s been incredibly well received by our clients.

Although it’s hard to predict where AI is headed, based on the immense popularity of AI-powered tools today, the future of marketing strategies will be built around AI technologies. Marketers, mobile-first is a thing of the past—it’s time to start thinking AI-first.

David Mirshahi is a marketing & SEA specialist at Bynder

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