B2B Mobile Marketing and Advertising 2017: Chasing the Ever-More Mobile Buyer - eMarketer
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eMarketer Report

B2B Mobile Marketing and Advertising 2017: Chasing the Ever-More Mobile Buyer

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Executive Summary

Many business-to-business (B2B) buyers use their mobile devices as an extension of their desktop. They expect their journey across all devices to be seamless. In order to meet this evolution in device behavior, B2B companies must reframe the mobile experience across marketing and advertising channels along the path to purchase.

  • There is a disconnect between buyers’ expectations and the customer experiences that B2B marketers are delivering to their audience across mobile devices. B2B brands have to build an experience that is holistic across devices. To do that, mobile must be a central part of their marketing and advertising strategy.
  • Mobile is not a single channel. Rather, mobile devices allow B2Bs to reach their buying audience across a variety of channels that have mobile touchpoints such as websites, video, search engines, messaging and social media ads.
  • The ideal is for all marketing and advertising to be integrated across channels and devices. B2Bs are slowly working toward that goal.
  • Creating meaningful mobile moments across the buyer’s journey will be a continuing trend in 2017 as other areas of innovation in mobile come into the limelight. These include app development, event marketing, ecommerce and sales enablement.

"According to March 2016 data from Progress and Dimensional Research, 41% of B2B marketers worldwide classified their mobile marketing technology usage as advanced. Another 31% said it was intermediate, implying room for growth."

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The Evolution of the B2B Mobile Experience

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Reaching B2B Buyers Across Mobile Touchpoints

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Mobile Innovations for B2Bs: Today and Tomorrow

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10 charts are included in the full report:

B2B Mobile Marketing and Advertising 2017: Chasing the Ever-More Mobile Buyer

Mobile Marketing Technology Usage According to B2B Marketers Worldwide, March 2016 (% of respondents)

The Evolution of the B2B Mobile Experience

B2B Buyers Worldwide Who Believe Their Mobile Device Is Essential to Their Work, by Generation, June 2016 (% of respondents in each group)

Devices Used to Access Content by US B2B Buyers, Jan 2016 (% of respondents)

Reaching B2B Buyers Across Mobile Touchpoints

Marketing Initiatives that Have the Greatest Effect on Their Business According to B2B Marketing Executives Worldwide, 2015 & 2016 (% of respondents)

Digital Marketing Budget Allocation According to US Senior-Level B2B Marketers, by Channel, Feb 2016 (% of total)

Optimizing Web and Content

US B2B Marketers Whose Websites Are Mobile-Friendly, 2014-2016 (% of respondents)

US B2B Marketers Who Plan to Invest in Responsive Design in 2016 (% of respondents)

Ways in Which B2B Marketing and Business Executives Worldwide Optimize the Video Experience for Mobile Users, Nov 2015 (% of respondents)

Marketing Messages on Mobile

Email Marketing Benchmarks in North America: Open and Click Share, by Device and Industry, Q3 2016 (% of total among campaigns analyzed by Experian Marketing Services)

Mobile Innovations for B2Bs: Today and Tomorrow

Type of Mcommerce Experience Implemented by US B2B Manufacturing/Distribution Professionals, June 2016 (% of respondents)

Interviews included in the full report:

Google Says Mobile Traffic Hasn’t Reached Critical Mass for B2Bs

Interview conducted on December 9, 2016

B2B Companies Paying More Attention to Mobile

Interview conducted on November 17, 2016

The Best Mobile Marketing Is a Mobile-Ready Product, DocuSign Says

Interview conducted on November 16, 2016

Hootsuite Says B2B Marketers Should ‘Double Down’ on Video

Interview conducted on November 16, 2016

Interview conducted on November 22, 2016

Interview conducted on November 29, 2016

Interview conducted on July 8, 2016

Interview conducted on November 15, 2016

Interview conducted on November 29, 2016

Interview conducted on November 22, 2016

Interview conducted on November 16, 2016

Interview conducted on June 15, 2016

Interview conducted on November 29, 2016

Interview conducted on November 17, 2016

Interview conducted on November 21, 2016