STATE OF B2B MOBILE MARKETING 2015 - regalix.com › ... › 2017 › 11 › State-of-B2B-Mobile-Marketing-20… · mobile marketing initiative; given that revenue & lead generation

Research Report - May 2015

STATE OF B2BMOBILEMARKETING2015

WHO WE SPOKE TO

Number of mobile phone users globally overtook the number of desktop users

sometime last year. More and more business executives are turning to their

mobile devices to research and make business decisions.

In this context, we spoke with B2B marketers to find out how extensively they

were using mobile marketing in their overall marketing program; and what were

the challenges they were facing to implementing an effective mobile marketing

strategy in their organization.

The companies we spoke to were a mix of product and service companies. This

was a global study. A little over half the number of companies we spoke to were

from the US; the rest were selected from across the globe.

© REGALIX RESEARCH STATE OF B2B MOBILE MARKETING 2015 / 01

KEY FINDINGS:

64% respondents say their mobile marketing

campaigns are integrated with their other

marketing programs

» tweet this «

33% respondents collect their customers’ mobile

preferences and behaviour data» tweet this «


64% respondents feel investments in mobile marketing

would increase in the next 12 months» tweet this «

67% organizations have been using mobile

marketing for less than 2 years» tweet this «

51% organizations say they invest in mobile marketing » tweet this «

ONLY A LITTLE OVER HALF THE ORGANIZATIONS WE SPOKE TO SAY THEY ARE INVESTING IN MOBILE MARKETING


51 percent of the organizations we spoke to said they were investing in mobile marketing;

the remaining 49% said they were not.

Does your organization invest in Mobile Marketing?

49%51%Yes No

MAJORITY OF MARKETERS ARE RELATIVELY NEW TO MOBILE MARKETING

67 percent of marketers have been using mobile marketing for less than 2 years.

Only 5% said they have been using mobile marketing for over 3 years now.


How long have you been using Mobile Marketing?

14%Less than 1 year

53%1-2 years

2-3 years 28%

More than 3 years 5%


MARKETERS YET TO TAP INTO MOBILE’S FULL POTENTIAL

In terms of effectiveness, 76% of those investing in mobile marketing rated their

organization’s mobile marketing initiatives as only somewhat effective. This is not surprising

considering that a majority of marketers we spoke to were newly inducted practitioners.

In terms of effectiveness, how would you rate your organization’s Mobile Marketing initiatives?

10% 76% 14%Very

effectiveSomewhat

effectiveNot at all effective


ONE-THIRD OF RESPONDENTS SAY THEY KNOW THE LEVEL OF MOBILE DEVICE ADOPTION OF THEIR CUSTOMERS VERY WELL

With regard to the mobile device adoption of customers, 33% of respondents said they

collect their customers’ mobile preferences and behaviour data. 62 percent said they

depend on outside research data to guide their mobile strategy.

How well does your organization know the level of mobile device adoption of customers?

33% 62% 5%Very well

Customers’ mobile preferences and behavior data is

collected

Outside research data is used to

guide our mobile strategy

Don’t know our customers’ adoption rate

Somewhat well

Not at all well


ORGANIZATIONS STICK TO THE BASICS WHEN TRYING TO UNDERSTAND THEIR CUSTOMER’S MOBILE PREFERENCES

Devices (64%), operating system (64%), social media usage (50%) and location (50%)

are the most common data points collected by organizations to understand their

customers’ mobile behaviour.

What data does your organization collect and use to understand your customers’ mobile preferences?

64%Devices (e.g. smartphone)

50%Job title, company or industry

64%Operating system (e.g. Android, iOS)

43%Time-of-day usage patterns

Social media usage and traffic referrals 50%

Application/functional behaviors 36%

SMS 14%

Geographic location 50%

Mobile email 21%

Mobile Carrier 7%


BRAND AWARENESS & CUSTOMER ENGAGEMENT ARE THE KEY OBJECTIVES BEHIND MOBILE MARKETING

67 percent of respondents chose increase in brand awareness, and 62% of respondents

chose increase in customer engagement as key objectives that they sought to achieve

using mobile marketing.

Only 48% chose increase in sales and increase in lead generation as key objectives of their

mobile marketing initiative; given that revenue & lead generation are the top priority

objectives for B2B marketers this year, it isn’t surprising to see mobile find lesser takers

among marketers1.

1Source : State of B2B Marketing 2015

What are the key objectives that you are trying to achive using Mobile Marketing?

67%Increase brand awareness

48%Increase traffic/ search rankings

62%Increase is customer engagement

48%Increase lead generation

Increase sales/ revenue 48%

Improve customer service 33%

Reduce length of sales cycle 24%

Increase customer retention 48%

Nurture and engage with prospects 33%

MOBILE WEBSITE & MOBILE APP TOP THE LIST OF TACTICS USED BY ORGANIZATIONS TO ACHIEVE THEIR MOBILE MARKETING OBJECTIVES

Mobile website (65%) and Mobile app (65%) were the most favoured tactics

employed by marketers to meet their mobile marketing objectives. Among the less

favoured tactics were location-based mobile service (20%) and m-commerce (20%).


Which of the following Mobile Marketing tactics does your organization currently use to achieve objectives?

65%Mobile website

40%Mobile search

65%Mobile app

40%Mobile advertising

20%Location-based mobile service

Mobile email 45%

QR codes 30%

M-commerce 20%

SMS campaigns 25%

Mobile landing page 40%

In-app ads 30%

MMS campaigns 15%

Mobile display ad campaigns 25%


CONTEXTUALIZING CONTENT FOR MOBILE IS STILL A WORK-IN-PROGRESS

Contextualizing content for mobile is critical in ensuring the success of the medium.

Designing mobile pages to load fast (50%), dynamically personalizing mobile content

(43%), contextualizing message for a mobile experience (36%), and segmenting campaigns

based on behaviour and/or sales cycle (36%) were some of the activities that organizations

were pursuing to improve the relevance and engagement levels of their mobile content.

While this may be in the right direction, the low scores indicate that a lot more needs to be

done by marketers to get the most out of this medium.

To add to this point, while video is one of the most sought after content-type in digital

marketing today1, video content for mobile scored a low 29% here.

1Source : State of B2B Content Marketing 2015


50%Design mobile pages to load fast

36%Message optimization for specific OS and/ or device

43%Dynamically personalize mobile content

29%Add video content

Contextualize message for mobile experience 36%

Leverage mobile device tools 21%

Facilitate an easy, fast payment system to secure conversions 14%

Campaign segmentation based on behavior and or/sales cycle 36%

Drive participation in surveys, trivia or games 14%

Which of the following activities does your organization perform to improve the relevance and engagement levels of mobile content delivered to subscribers?

64 PERCENT OF RESPONDENTS SAY THEIR MOBILE MARKETING CAMPAIGNS ARE INTEGRATED WITH THEIR OTHER MARKETING PROGRAMS

36 percent of respondents, on the other hand, said their programs were not integrated.

Have you integrated your Mobile Marketing campaigns with other marketing programs?

36%64%Yes No


WEBSITE TRAFFIC IS THE LEADING MOBILE MARKETING METRIC TRACKED BY ORGANIZATIONS

Website traffic at 79%, followed by social media sharing at 71% and click-through rate at

64% were the most tracked mobile marketing metrics by organizations.

Which of the following Mobile Marketing metrics does your organization track?

79%Website traffic / views

43%Retention rate (use of application / web)

71%Social media sharing (like, followers etc.)

Leads generated 29%

36%Revenue contributed

43%Customer opt-in / opt-out for messaging / emails

Click-through rate 64%

Open rate of messages / emails 50%

Application & Content downloads 36%

Engagement rate 21%



INCREASING CUSTOMER SATISFACTION & EXTENDING CUSTOMER ENGAGEMENT ARE KEY BENEFITS OF MOBILE MARKETING, SAY MARKETERS

Increasing customer satisfaction (82%) and extending customer engagement (73%) were

the leading benefits of mobile marketing as identified by our respondents.

Mobile marketing appears to be used by B2B marketers primarily to engage with

customers than as a lead generation exercise currently.

In your opinion, what are the key benefits of Mobile Marketing?

82%Increasing customer satisfaction

55%Broadening brand reach

73%Extending customer engagement (anytime / anywhere access)

55%Increasing loyalty and retention

Strengthening customer service 64%

Acquiring new customers 36%

Generating leads 55%

Increased traffic to website 27%



FOR 71% OF ORGANIZATIONS, WEBSITE TRAFFIC FROM MOBILE DEVICES IS BELOW 25%

What percentage of your website traffic comes from mobile devices?

21%Below 10%

50%10%-25%

25%-50% 22%

Above 50% 7%


FOR 72% OF ORGANIZATIONS, REVENUE GENERATED THROUGH MOBILE IS BELOW 10%

What percentage of your organization’s revenue is generated through mobile?

Above 50% 0%

72%Below 10%

14%10%-25%

25%-50% 14%


MEASURING THE EFFECTIVENESS OF A MOBILE MARKETING PROGRAM STILL A CHALLENGE & A BARRIER TO WIDER ADOPTION

A whopping 73% of marketers we spoke to said they were unable to measure the

effectiveness of their mobile marketing programs on an ROI basis.

Are you able to measure the effectiveness of your Mobile Marketing programs on an ROI Basis?

73%27%Yes No


Which barriers exist to overcoming your organization’s top Mobile Marketing challenges?

46%Inability to measure the effectiveness / ROI

36%Inability to track / measure mobile user behavior to segment mobile audience

46%Lack of budget

36%Difficulty in integrating mobile data with other systems (e.g. CRM)

Inadequate understanding of mobile user conversion path 46%

Lack of compelling content to engage mobile user 27%

Lack of senior executive buy-in 18%

Lack of effective Mobile Marketing strategy 36%

Lack of expertise 18%


MOBILE MARKETING IMPORTANT FOR ORGANIZATIONS’ GROWTH, SAY MARKETERS

When asked how important mobile marketing was to their organization’s growth in

the next three years, 45% of respondents said it was very important, while the rest felt

it was somewhat important.

How important is Mobile Marketing to your organization’s growth in the next three years?

45%Very

important

55%Somewhat important


INVESTMENTS IN MOBILE MARKETING ARE CURRENTLY LOW, BUT MARKETERS ARE HOPEFUL IT WOULD INCREASE

73% of organizations invest less than 10% of their overall marketing budget in

mobile marketing. But 64% of respondents felt it would increase in the next 12 months.

What percentage of your marketing budget is currently allocated towards Mobile Marketing?

25%-50% 0%

Above 50% 0%

73%Below 10%

27%10%-25%

How do you see your organization’s Mobile Marketing budgets changing in the next 12 months?

64%Increase

0%Decrease

36%Remain

same

FINAL THOUGHTS


With the dominance of the mobile device in our lives, B2B marketers need to urgently work

out a mobile strategy that would fit in well with their overall marketing plan.

Mobile devices are no more just social tools; there is enough and more research done in the

field to show that business decisions are being increasingly moved to the mobile platform.

According to a recent Forbes study, 51% of executives they spoke to say that in 3 years, their

primary business platform will be a mobile device - a tablet or smartphone. Already, 52% say

that they’re comfortable making business-related purchases on a mobile device1.

Our research seems to point that mobile marketing is lagging behind the technology curve

today and some quick catching up needs to be done by the B2B marketer to the fast

changing landscape.

Marketers, with the help of their digital partners, need to outline a mobile marketing strategy

that makes the mobile platform more relevant and integral to the B2B business process.

1Source: The Connected Executive: Mobilizing the Path to Purchase

ABOUT THE ANALYSTS

Nimish VohraSVP, Principal Analyst

Nimish, Senior Vice President, works with CMOs and senior

marketing professionals. His research focuses on customer

experience management, predictive analytics, mobile

enablement and other emerging trends that help customers

leverage technology as an enabler of marketing and

business outcomes.

Srinivasan SeethapathySenior Marketing Manager

Srinivasan’s research is focused on optimizing customer experiences

across all channels. His research is aimed at marketers who want to

understand how they can spend their budgets more efficiently by

improving customer experiences across marketing channels.

ABOUT REGALIX RESEARCH

Headquartered in Silicon Valley, we help the CMO organization leverage emerging digital practices for creating marketing leverage as they bring new products and innovation to market. Regalix Research helps marketers through research-based insights, consulting and peer-to-peer programs that guide marketing strategy development and execution. Our focus is helping Technology companies leverage innovation and best practices to create real differentiation. Our analysts are practitioners with a successful track record of delivering real marketing results for both leading Fortune 500 companies as well as venture backed firms.

Regalix is an award-winning Global Innovation company that leverages technology and marketing to help companies grow. We create successful ventures with our clients through co-innovation and idea-driven frameworks that inspire companies to think different. We bring ideas to life by envisioning new companies, developing brands, engineering products, and designing technology platforms. Founded in 1998, Regalix is based in Palo Alto. Our Silicon Valley setting has enabled us to stay ahead of emerging trends in digital technology and marketing.

For over a decade, we have provided complete marketing services – Social, Mobile, Content, Multi-channel Campaigns, Technology Development, and Analytics – to companies such as CA Technologies, Citi, Apple, eBay, Cisco, VMware, NetApp, Cypress, LSI, Keynote, and MetricStream.

For more information

To find out how Regalix can help you, please contact our office, or visit us at www.regalix.com

Regalix Research

1121 San Antonio Road, Suite #B200 Palo Alto, CA 94303

(US): 1-888-683-4875 (India): +91 80-49445010

Email: [email protected]

STATE OF B2B MOBILE MARKETING 2015 - regalix.com › ... › 2017 › 11 › State-of-B2B-Mobile-Marketing-20… · mobile marketing initiative; given that revenue & lead generation

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