If you’re not banking on email marketing as well as the mobile market to move your business forward and get more customers in 2016, then you might need to reconsider your strategy. With 2016 now well underway, email marketing continues to build off the momentum it gained as a new business driver in recent years, especially in the business-to-business (B2B) realm.

According to a recent study by sales intelligence firm Datanyze, email marketing experienced 3% growth in 2015, and its use is poised to increase again this year. In examining more than 40 million websites to determine marketing technologies in use, the firm discovered that, in addition to email, use of marketing automation, analytics, web personalization and tag management are also on the rise.

Indeed, overall investment in marketing technology has increased over the last five years, with, according to VentureBeat Insights, over $134 billion invested since 2010. VentureBeat also says that 2016 should see some consolidation of marketing technology providers, as well as new products offered.

Meanwhile, the mobile revolution also continues to accelerate into 2016. According to a year-end Forrester Predictions Brief, as mobile becomes more ubiquitous, B2B companies will treat it as core to their customer experience. By the end of 2016, 4.8 billion individuals globally will use a mobile phone, representing almost half of the world’s population. In fact, users will stop considering the mobile web as a scaled-down subset of the “real” Internet. Mobile devices will become their go-to technology, even in mature economies where people can use alternative devices at home.

Forrester also forecasts mobile (and tablet) commerce will reach $142 billion in the U.S., representing 38% of total online transactions – and climbing. Furthermore, in the U.S., about a third of all sales will have a mobile component, meaning users will leverage a mobile device at some point within the purchase lifecycle, from product research to in-store interactions.

It’s clear that it’s more important than ever for B2B marketers to gain proficiency in leveraging mobile devices and related technologies in email and other outreach programs. As user expectations of handheld convenience escalate, the pressure will be on marketers to make use of technologies and approaches designed to serve customers in context wherever they might be–not where marketers find it convenient to serve them. 

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