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Though they’re trying to dig themselves out of the hole, business-to-business (B2B) marketers continue to miss the mobile mark. In May 2015 polling by Regalix, just 51% of B2B marketers worldwide said their company invested in mobile marketing. And respondents using this reported so-so results when it came to effectiveness: More than three-quarters said such initiatives were just “somewhat” effective, vs. 10% who said they were “very” effective.
One-third of B2Bs said they collected their consumers’ mobile preferences and behavior data. However, they still relied on the basics when it came to data collection for mobile efforts. When asked which types of customer data they collected and used to understand mobile preferences, nearly two-thirds cited devices, and the same percentage pointed to operating systems. Social, geographic and job-related information followed.
B2Bs were most likely to use mobile websites and apps (65% each), with mobile email (45%), advertising (40%), landing pages (40%) and search (40%) also relatively popular.
While respondents were using a wide range of tactics to improve mobile content relevance and engagement, usage wasn’t overwhelming for any of them. Half designed mobile pages to load fast—the No. 1 response—while around four in 10 dynamically personalized content. Contextualizing messages, campaign segmentation based on behavior/sales cycle and message optimization for operating systems/devices were each cited by 36%. Fewer than 30% added video.
Limited efforts have led to limited results. More than 70% of B2B marketers said less than 25% of site traffic came from mobile, and 86% said the same about revenues generated via such devices—with 72% putting the figure below 10%.
Taking all of this into consideration, it comes as no surprise that nearly three-quarters of B2Bs allocated less than 10% of their marketing budgets to mobile, and none put more than a quarter toward it. Promisingly, though, was the fact that 64% of respondents intended to increase their mobile marketing budgets over the next 12 months.
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