This ebook explains why the future of marketing is mobile and what your business should be doing to make content marketing materials more visible and more appealing for your increasingly mobile target audience.

1. Mobile Optimization:
Is Your Business Prepared for the
Future of Content Marketing?
From the Content Delivery & Optimization learning series

2. Mobile Optimization:
Is Your Business Prepared for the Future
of Content Marketing?
TABLE OF CONTENTS
Introduction
Chapter 1 - Mobile Trends in Digital Consumption
Chapter 2 - Mobile Impact: Content Marketing
Chapter 3 - Mobile Impact: Organic Search
Chapter 4 - Mobile Success: Adaption is Key
About Docalytics
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© 2013 Mobile Optimization: Is Your Business Prepared for the Future of Content Marketing? 2

3. INTRODUCTION
Has your business prepared for the
oncoming mobile device takeover?
A few short years ago, mobile devices such as smartphones and tablets were just
beginning to gain popularity and market share. Businesses did not have to optimize
their content and websites for mobile devices because only a small portion of their
customers/users were accessing information with a mobile device. Fast forward to
2013, where mobile browsing now accounts for 15% of all internet traffic, a 150%
YoY increase from 20122.
This means that more business professionals conduct their online activities such as
business research, vetting, or product comparison via their mobile devices - making
it critical that businesses prioritize mobile development and manage their content
and websites in such a way that customers can easily access it on a variety of
platforms. If businesses fail to embrace this “new normal” in content marketing, they
run the risk of losing customers, market share, thought leadership, and search
ranking.
In this ebook we will explore emerging mobile trends, how
content marketing is evolving with the increase in mobile device
users, mobile’s impact on organic search results, and business
risks of not optimizing for the mobile platform
2012
2000
12x increase in mobile data
traffic globally last year
compared to the year 20001
© 2013 Mobile Optimization: Is Your Business Prepared for the Future of Content Marketing? 3

4. MOBILE TRENDS IN
DIGITAL CONSUMPTION
The prevalence of mobile is increasing faster now than ever before, with the number of
mobile-connected devices set to exceed the world’s population in 20131. The average selling
price of smartphones and tablets dropped 8% in 2012 alone and another 9% drop is
expected by the end of 2013, making them cheaper and easier to obtain and increasing
adoption rates across the globe3.
Business enterprises are also coming around to the idea of enabling employees to access
company intranet and resources via company provided tablet or “bring your own device”
policy, which can help increase productivity. In April 2012, 94% of the Fortune 500 were
either testing or deploying iPads to their workforce4.
These large corporations were previously reluctant to allow employees to use their mobile
devices for work matters due to security concerns, but as manufacturers and service
providers continue to improve their enterprise level encryption and security for mobile
devices, mobile proliferation in the business world continues to accelerate.
The number of mobile devices isn’t the only metric seeing growth in the mobile space.
Existing smartphone usage has almost doubled, with 80% growth YOY in the average
amount of data consumption per smartphone in 20122. Tablets alone on average have
generated 2.4 times more data traffic than smartphones in this regard, further evidencing
their explosive growth over the last two years.
© 2013 Mobile Optimization: Is Your Business Prepared for the Future of Content Marketing? 4
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5. MOBILE TRENDS IN DIGITAL CONSUMPTION, CONT.
Globally, research indicates that out of a total 591 million internet users residing in China, 464 million are categorized as
mobile users5. This means a whopping 78.5% of internet users access via mobile device, with similar results coming out of
South Korea1. Analysts also predict that Global Mobile Data Traffic will increase 13-fold over the next 5 years, signaling the
impending mobile takeover2.
People are becoming more attached to their mobile devices every year. For the majority of business decision makers there
exists a “don’t leave home without it” mentality, where research has found that people strongly feel “connected” and “excited”
with regards to their smartphones, paving the way for businesses to capitalize on that excitement by delivering content via
mobile devices1.
As consumers around the world rely more and more on accessing information on their mobile devices, it becomes more
important that businesses review their digital investment and understand the growing need to develop content and
websites to best accommodate mobile consumption.
© 2013 Mobile Optimization: Is Your Business Prepared for the Future of Content Marketing? 5

6. MOBILE IMPACT:
CONTENT MARKETING
As the mobile platform evolves, the realities of content consumption are changing with it. A growing body of research
highlights the fact that prospective customers are moving their product search, as well as industry content consumption
activity to their mobile devices, and much of their business activity is taking place outside of the standard office hours and
locations. Executives are now “bringing the office” with them wherever they go. Mobile devices are extending executives’
business hours well beyond standard hours, where executives report heavy usage during their own time and on
business-related travel5.
This trend is particularly observable with the Tech B2B Customer, where one in two are multi-device users and shoppers.7
For those doing industry research or product comparisons, 32% download content on their mobile devices5. This trend is
expected to eventually reflect the preferences of among all B2B customers, as history shows the broader B2B marketplace
typically follows the usage patterns of the the tech sector.
© 2013 Mobile Optimization: Is Your Business Prepared for the Future of Content Marketing? 6
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9 out of 10 senior-level executives revealed in a survey conducted by Forbes
Insights that they use smartphones on a day-to-day basis, and that they are
increasingly migrating to tablets for their business-related tasks6

7. MOBILE IMPACT: CONTENT MARKETING, CONT.
For businesses this means that in order to meet their customer's information requirements, companies have to understand
and cater to the range of platforms that their content will be consumed. They have to ensure that their content is readily
available and viewable across all devices, whether it be a PC, iPhone, or Android tablet.
Given rigid formatting and download requirements, PDF documents and downloadable presentations have been notoriously
difficult to access on mobile devices, so it’s important that marketers provide a viable mobile optimized solution to their
audience, lest they risk losing prospective customers and market share.
The research shows a clear acceleration towards a mobile-first proliferation in the digital space. Even today, most executives
report turning to mobile devices first when initiating the purchase process - a large number even reported they prefer to
use tablets over PCs for business research and purchasing5.
Within a year or two the majority of prospective customers searching for and consuming content will be doing so on a
mobile device, therefore it is imperative that businesses cater to this revolution in content marketing.
© 2013 Mobile Optimization: Is Your Business Prepared for the Future of Content Marketing? 7

8. MOBILE IMPACT:
ORGANIC SEARCH
Going forward, mobile optimization will have an impact on organic search engine results. Google has recently announced
that websites which are not mobile friendly or cause problems for mobile users will be demoted in search rankings, in an
effort to create a friendlier mobile environment for internet users8. Business and marketers run the risk of losing hits and
reducing their exposure to potential customers by not adapting their content for the mobile platform.
User’s tendencies to click on organic search results first highlights the importance for business and marketers to get as high
on the organic search result rankings for their target keywords and phrases as possible. If businesses fail to optimize their
websites for mobile users, the Google results for their content will be overtaken by competitors who are ahead of the mobile
curve. This is even more significant in light of the report that 48% of Tech B2B customers discover brands that they were
previously unaware of through a search engine6.
It is pivotal for businesses to get their content on the first page of Google for their target keywords and phrases, and
mobile optimization is one way of reaching that goal.
© 2013 Mobile Optimization: Is Your Business Prepared for the Future of Content Marketing? 8
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68% of the time, a user clicks on one of the top
3 results when conducting Google
searches9
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9. MOBILE SUCCESS:
ADAPTION IS KEY
Businesses that don’t adapt to the coming mobile takeover have much to lose. Imagine that an
executive is conducting Google searches on his iPad for industry whitepapers, and sees a result he
likes and clicks through. Unfortunately, the website hosting the whitepaper he wants to read is not
optimized for mobile devices, and when he tries to click the Download button after spending 5 minutes
entering in his information for access, it doesn’t work and the PDF is never opened on his tablet.
Annoyed for having wasted his time and not able to read the whitepaper, he goes back to the search
results, finds a competitor with a great mobile interface, and gives them his information for their
mobile optimized content. In this hypothetical interaction the business with non-optimized content
lost the opportunity to engage with a potential customer, while opening the door for a competitor to
win the business.
© 2013 Mobile Optimization: Is Your Business Prepared for the Future of Content Marketing? 9
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As mobile is utilized more and more by potential customers for research and content consumption, this scenario will
become more commonplace as businesses fail to evolve. Those who neglect the mobile platform will be digital losers, as
their competitors recognize and adapt their ability to target a growing mobile customer base. In the Forbes Insight survey,
73% of the senior-level executives indicated that a bad experience with a mobile website will make them less likely to
conduct business with the company in the future5.
Even more telling, one-third of respondents reported too many of their suppliers’ sites or interfaces are non-mobile
optimized websites or apps that are hard to see, read or navigate5. This indicates the opportunity for businesses to
increase traction and gain more customers by ensuring their platform is available and consistent across all mobile devices.

10. MOBILE SUCCESS: ADAPTION IS KEY, CONT.
At the moment, businesses have the opportunity to capitalize on mobile and get ahead of the game. The Pew Research
Center just recently reported that 77% of cell internet users say they experience slow download speeds that prevent
things from loading as quickly as they would like10.
This signifies that there is opportunity there for businesses and marketers to make it easier for mobile browsers with
slower than ideal internet to access and experience their content when its tailored for lower bandwidth mobile internet.
By not making it easy for mobile device users to access document based content like white papers, ebooks, case studies
or presentations, businesses stand to lose leads, customers, and search rankings - the lifeblood of many content
marketing campaigns.
Therefore, it’s imperative for businesses to evolve and optimize for mobile - or die as they hand over sales
opportunites to the competition.
© 2013 Mobile Optimization: Is Your Business Prepared for the Future of Content Marketing? 10

11. ABOUT DOCALYTICS
Docalytics’ powerful cross-platform technology allows customers to track user interaction with documents and sales
collateral such as whitepapers, eBooks, case studies, presentations, sell sheets and other documents.
Docalytics empowers businesses to produce better content, get more sales-ready prospects and prioritize sales outreach.
For the first time your sales and marketing teams will be able to track exactly how prospective customers engage with your
content - while more efficiently capturing lead data as a prospective customer engages with the document versus having to
capture everything upfront before a visitor can determine the relevancy of the content.
Fore more information visit www.docalytics.com
SOURCES:
1 - Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2012–2017
2 - KPCB Internet Trends Report 2013
3 - IDC Worldwide Quarterly Mobile Phone Tracker, 6/4/2013
4 - Apple Inc,. FY 2012 2nd Quarter Earnings Report
5 - CNNIC Report, July 2013
6 - The Connected Executive: Mobilizing the Path to Purchase; Forbes Insights July 2013
7 - Google Think Insights: The Evolving Path of Today’s Tech B2B Customer
8 - Google WebMaster Central Blog: Changes in rankings of smartphone search results, 6/11/2013
9 - eConsultancy
10- Pew Internet: Mobile, June 6, 2013
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