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Your website is more than just a billboard on the Internet. It’s the doorway to your organization and the primary vehicle for sharing information with your target customers. As such, it needs to adapt and change as the needs of your prospects and customers change.

With that in mind, it’s important to identify and evaluate trends that are shaping buyer behavior. According to Cisco’s Visual Networking Index, Internet video now accounts for 40 percent of consumer Internet traffic, and will reach 62 percent by the end of 2015. That means that more than half of all consumer content accessed online in 3 years will be in the form of video.

While this number represents consumer behavior, it’s fair to assume that a similar trend will be shaping the B2B market as well. What’s driving this trend is right in-front of you. And it is being driven as much by technology as it is by human behavior.

By 2015, Wi-Fi and mobile devices will account for 54 percent of Internet traffic. Mobile and tablets are being built for video, not reading online content. This means that in the future, mobile customers are more likely to watch your website than read it. Information will not be published; it will be broadcast through video and podcasts.

How you prepare for this future requires an evolution in your marketing media and your lead generation strategies. It requires evaluating what your customers are looking for; how the mobile customer will access it and how this will help you generate leads.

For help understanding how to move forward and set the stage for the next wave of marketing communications, give ResponsePoint a call.