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#SocialSkim: Mobile Makes Huge Strides Over Holiday Weekend, Plus 14 More Stories in This Week's Roundup

by Christian Neri  |  
December 4, 2015

Find out how quickly mobile online shopping is growing, and discover the five mistakes B2B companies make on Facebook. Also: Facebook improves Custom Audiences and now lets users chat with businesses via messenger on their own websites, LinkedIn's app gets a major facelift, and Amazon unveils something on our wishlist—its latest drone. Skim to stay slick!

Mobile makes huge strides in online shopping; smartphones overtake tablets

If you've been pushing off optimizing your content for mobile, it's time to reevaluate. Mobile devices—mostly smartphones—accounted for 34% of the $4.5 billion] of online sales during the first two days of the holiday shopping season. We've skimmed the key takeaways below so you don't have to crunch the numbers:

  • Mobile experience gap shrinking: Mobile generated 60% of Thanksgiving Day (+14.8% from 2014) and 54% of Black Friday online traffic (+16.6%). The "smartphones browse, desktops convert" concept still holds, but the gap in conversions shrank this year as consumers quickly warm up to mobile.
  • iPhone leads the way in conversion: The Android competitor accounted for 67% of smartphone-completed purchases on Black Friday. Reminder: Know which devices your customers use.
  • Tablets still outperform: Although fading in popularity as shopping devices, tablets' bigger screens and better experience helped them achiever larger average order amounts than desktops, laptops or smartphones.

1. Five mistakes B2B companies make on Facebook, and how to fix them

LinkedIn is often a B2B marketer's best friend; but, if harnessed correctly, Facebook can have a big impact, too. This article sums up the five mistakes that B2B companies make on Facebook, and how to fix them.

Covered in detail: underuse of Custom Audiences, overuse of sales-y postings, lack of tags and mentions, insufficient relationship building strategies, and ignoring the utility of Ad Manager metrics.

2. Facebook now lets you chat with businesses via messenger directly on their websites

An update to Facebook's Page Plug-in lets users chat with businesses via messenger right on their own websites, making it even easier to interact with customers. You receive your customer's message in the inbox of your company's Facebook Page, and customers receive your response in Messenger.

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Christian Neri is a digital marketing professional in the film & television industry, and a contributor to MarketingProfs. An American expat in Paris, he recently completed his MS in digital marketing at IÉSEG School of Management.

Instagram: @christianneri

Twitter: @christianneri

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