The MHEDA Journal - Fourth Quarter, 2016 - 67

MOBILE e often think of Google search as an almost perfectly working, black box-type system. You put in a search query, and more often than not Google spits out what you're looking for as the top result. We also tend to think of Google search working the same everywhere: on an Android phone, a laptop, and even iPhone. However, those in the online industry know that Google search is a constantly evolving process and it functions differently in different contexts. The latest major update hit over a year ago, and it was a big one. You can tell because the search industry dubbed it Mobilegeddon. Google announced the update just as many of us were attending the MHEDA 2015 Culture That Rocks Convention in San Antonio. Mobilegeddon followed a long string of significant search engine algorithm changes: * Panda, meant to improve content in search results. * Penguin, reducing the influence of link spam. * Pigeon, emphasizing local search results. * Hummingbird, a huge overhaul of the entire search engine. As momentous as the above were, the end-of-days moniker (rather than a cute animal) signaled the update's importance. Mobilegeddon was going to start ranking mobile friendly websites higher in the mobile search results. It sounds obvious, but many industries commonly ignore mobile. In anticipation of the end of the world as we knew it, most company marketers and the search engine optimization community held their breath - this guy included. We all expected the worst. But on that Tuesday night, as we all attended the closing party, it became clear that Mobilegeddon was a lot more bark than bite. What's happened since then? Certainly Google wasn't just toying with us - right? No. Google meant business, that's for sure. It took over a year, but by May of 2016, John Mueller, one of Google's Webmaster Trends Analysts, announced another "mobile-friendliness" update to the Google search algorithm. The update further cemented Google's push to mobile. They also released a "Mobile-friendly test" page1 and a Webmaster Mobile Guide.2 Now more than ever, if a potential lead or customer is looking for your services on mobile, your site better be optimized for mobile or else you run the risk of disappearing from view. You might be thinking that most of your leads and customers are in an office using a regular old computer. You'd be wrong. Mobile Usage Has Surpassed Desktop Earlier this year, comScore, a leading enterprise marketing analytics firm, released its "Cross Platform Future In Focus 2016 U.S." report.3 Here are some of the highlights of the report concerning mobile internet: * Digital media usage has grown 35% since 2013, with smartphone accounting for 92% of that growth. During the same time, desktop usage is down slightly. * Mobile now represents 65% of digital media time. * 82% of people age 35 to 54 are multi-platform users - use both desktop and mobile. In the 18 to 34-year-old group of millennials, 20% don't use desktop at all. * 79% of mobile phones are now smartphones. * 79% of mobile phones are now smartphones. Consider this: Apple recently sold its billionth iPhone,4 making it the most successful product in all of history. And now consider this: Android devices are almost four times as popular.5 That is a lot of mobile internet users. And B2B leads and customers comprise many mobile internet users, too. A paper published by Google's own research team makes this clear.6 It's not a secret that the B2B audience is online. We know that 89% of B2B researchers use the internet during the B2B research process. On the surface, this isn't much of a change from 2012. If we dig deeper, though, we can see that while the percentage of people using digital may have remained the same, what's happening behind the scenes hasn't. While 89% of B2B internet researchers is a staggering number, those "behind the scenes" changes are even more profound. * Half of B2B researchers are mobileloving millennials, an increase of 70% over two years. These internet users live and breathe on mobile. * Over 80% of influencers in B2B purchases are not C-suite or executive level. Targeting only the most You're in airports, offices, restaurants, and bars: what are the majority of people doing, regardless of age or occupation? They're looking at their phones. The MHEDA Journal | Fourth Quar ter 2 016 67

Table of Contents for the Digital Edition of The MHEDA Journal - Fourth Quarter, 2016

Chairman’s Perspective
From the Desk of Liz Richards
Editor’s Note
Ask Your Board
2016 MHEDA University Calendar
Women in Industry
Mheda Mvp And Mvs Recipients
Mheda Member Profile
@Work
Women @Work
Industry Pulse
Sales Success Stories
2017 Critical Impact Factors
Planning The 2017 Critical Impact Factors
Making Sense Of “All The Things”
Mobile – A Necessity For B2b Marketing
Big Challenge For Small Business
How To Make Millennials Loyal To Your Organization
Returnable Racks And Containers Are A Big Trend In Environmental (And Cost-Effective) Packaging
Sales Intel
Generating Adequate Profit In Turbulent Times
New Members
Spotlight on Association News
MHEDA Milestones
Index of Advertisers by Product Category
The Last Word
The MHEDA Journal - Fourth Quarter, 2016 - cover1
The MHEDA Journal - Fourth Quarter, 2016 - cover2
The MHEDA Journal - Fourth Quarter, 2016 - 3
The MHEDA Journal - Fourth Quarter, 2016 - 4
The MHEDA Journal - Fourth Quarter, 2016 - 5
The MHEDA Journal - Fourth Quarter, 2016 - 6
The MHEDA Journal - Fourth Quarter, 2016 - 7
The MHEDA Journal - Fourth Quarter, 2016 - 8
The MHEDA Journal - Fourth Quarter, 2016 - 9
The MHEDA Journal - Fourth Quarter, 2016 - 10
The MHEDA Journal - Fourth Quarter, 2016 - Chairman’s Perspective
The MHEDA Journal - Fourth Quarter, 2016 - 12
The MHEDA Journal - Fourth Quarter, 2016 - From the Desk of Liz Richards
The MHEDA Journal - Fourth Quarter, 2016 - 14
The MHEDA Journal - Fourth Quarter, 2016 - Editor’s Note
The MHEDA Journal - Fourth Quarter, 2016 - 16
The MHEDA Journal - Fourth Quarter, 2016 - Ask Your Board
The MHEDA Journal - Fourth Quarter, 2016 - 18
The MHEDA Journal - Fourth Quarter, 2016 - 19
The MHEDA Journal - Fourth Quarter, 2016 - 2016 MHEDA University Calendar
The MHEDA Journal - Fourth Quarter, 2016 - 21
The MHEDA Journal - Fourth Quarter, 2016 - 22
The MHEDA Journal - Fourth Quarter, 2016 - Women in Industry
The MHEDA Journal - Fourth Quarter, 2016 - Mheda Mvp And Mvs Recipients
The MHEDA Journal - Fourth Quarter, 2016 - 25
The MHEDA Journal - Fourth Quarter, 2016 - Mheda Member Profile
The MHEDA Journal - Fourth Quarter, 2016 - 27
The MHEDA Journal - Fourth Quarter, 2016 - 28
The MHEDA Journal - Fourth Quarter, 2016 - 29
The MHEDA Journal - Fourth Quarter, 2016 - 30
The MHEDA Journal - Fourth Quarter, 2016 - @Work
The MHEDA Journal - Fourth Quarter, 2016 - 32
The MHEDA Journal - Fourth Quarter, 2016 - Women @Work
The MHEDA Journal - Fourth Quarter, 2016 - Industry Pulse
The MHEDA Journal - Fourth Quarter, 2016 - 35
The MHEDA Journal - Fourth Quarter, 2016 - Sales Success Stories
The MHEDA Journal - Fourth Quarter, 2016 - 37
The MHEDA Journal - Fourth Quarter, 2016 - 38
The MHEDA Journal - Fourth Quarter, 2016 - 39
The MHEDA Journal - Fourth Quarter, 2016 - 40
The MHEDA Journal - Fourth Quarter, 2016 - 41
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The MHEDA Journal - Fourth Quarter, 2016 - 57
The MHEDA Journal - Fourth Quarter, 2016 - 58
The MHEDA Journal - Fourth Quarter, 2016 - 59
The MHEDA Journal - Fourth Quarter, 2016 - 2017 Critical Impact Factors
The MHEDA Journal - Fourth Quarter, 2016 - 61
The MHEDA Journal - Fourth Quarter, 2016 - Planning The 2017 Critical Impact Factors
The MHEDA Journal - Fourth Quarter, 2016 - 63
The MHEDA Journal - Fourth Quarter, 2016 - Making Sense Of “All The Things”
The MHEDA Journal - Fourth Quarter, 2016 - 65
The MHEDA Journal - Fourth Quarter, 2016 - Mobile – A Necessity For B2b Marketing
The MHEDA Journal - Fourth Quarter, 2016 - 67
The MHEDA Journal - Fourth Quarter, 2016 - 68
The MHEDA Journal - Fourth Quarter, 2016 - 69
The MHEDA Journal - Fourth Quarter, 2016 - Big Challenge For Small Business
The MHEDA Journal - Fourth Quarter, 2016 - 71
The MHEDA Journal - Fourth Quarter, 2016 - 72
The MHEDA Journal - Fourth Quarter, 2016 - 73
The MHEDA Journal - Fourth Quarter, 2016 - 74
The MHEDA Journal - Fourth Quarter, 2016 - 75
The MHEDA Journal - Fourth Quarter, 2016 - How To Make Millennials Loyal To Your Organization
The MHEDA Journal - Fourth Quarter, 2016 - 77
The MHEDA Journal - Fourth Quarter, 2016 - Returnable Racks And Containers Are A Big Trend In Environmental (And Cost-Effective) Packaging
The MHEDA Journal - Fourth Quarter, 2016 - 79
The MHEDA Journal - Fourth Quarter, 2016 - Sales Intel
The MHEDA Journal - Fourth Quarter, 2016 - 81
The MHEDA Journal - Fourth Quarter, 2016 - 82
The MHEDA Journal - Fourth Quarter, 2016 - 83
The MHEDA Journal - Fourth Quarter, 2016 - 84
The MHEDA Journal - Fourth Quarter, 2016 - 85
The MHEDA Journal - Fourth Quarter, 2016 - Generating Adequate Profit In Turbulent Times
The MHEDA Journal - Fourth Quarter, 2016 - 87
The MHEDA Journal - Fourth Quarter, 2016 - 88
The MHEDA Journal - Fourth Quarter, 2016 - New Members
The MHEDA Journal - Fourth Quarter, 2016 - 90
The MHEDA Journal - Fourth Quarter, 2016 - Spotlight on Association News
The MHEDA Journal - Fourth Quarter, 2016 - 92
The MHEDA Journal - Fourth Quarter, 2016 - 93
The MHEDA Journal - Fourth Quarter, 2016 - 94
The MHEDA Journal - Fourth Quarter, 2016 - MHEDA Milestones
The MHEDA Journal - Fourth Quarter, 2016 - 96
The MHEDA Journal - Fourth Quarter, 2016 - 97
The MHEDA Journal - Fourth Quarter, 2016 - Index of Advertisers by Product Category
The MHEDA Journal - Fourth Quarter, 2016 - 99
The MHEDA Journal - Fourth Quarter, 2016 - 100
The MHEDA Journal - Fourth Quarter, 2016 - 101
The MHEDA Journal - Fourth Quarter, 2016 - The Last Word
The MHEDA Journal - Fourth Quarter, 2016 - cover3
The MHEDA Journal - Fourth Quarter, 2016 - cover4
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