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B2B Content Marketers Miss the Mobile Mark

Just one-fifth have a dedicated mobile content marketing strategy

February 23, 2015 | Advertising & Marketing | B2B | Mobile

Business-to-business (B2B) content marketers may need an intro to mobile, based on January 2015 polling by Regalix, which found that mobile played a minimal role in such marketing efforts. Among B2B marketing executives worldwide, just one-third used mobile to distribute content. This trailed every other channel by a long shot.

Media Channels Currently Used by B2B Marketing Executives Worldwide to Distribute Content, Jan 2015 (% of respondents)

But even if they are executing mobile marketing, B2B content marketers aren’t likely to be following a plan. Just over one-fifth (21%) of respondents had an exclusive mobile content marketing strategy—meaning nearly 80% left mobile out in the cold.

A silver lining appeared when B2B marketers were asked about mobile apps, despite the fact that just 12% were leveraging these for content at the time. Among respondents, 83% said mobile apps were important to content marketing. However, just 32% labeled these as very important or critical, while 51% acknowledged they were somewhat important, indicating room for growth.

Importance of a Mobile App to Content Marketing According to B2B Marketing Executives Worldwide, Jan 2015 (% of respondents)

Interestingly, B2Bs are set to spend more dollars on both content marketing and mobile apps this year. In November 2014 polling by Salesforce Marketing Cloud, 66% of B2B marketers worldwide said they planned to increase spending on content marketing in 2015, and 65% said the same about mobile apps. Whether or not they use these mobile apps to enhance their content expansion remains to be seen, but they’d be wise to catch up sooner rather than later to avoid falling further behind in today’s mobile-dominated world.

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