Mobile isn’t yet a top priority for B2B companies, finds Regalix in a new survey [download page], with only about half of respondents reporting making investments in mobile marketing. Among those using mobile, only one-third have been involved with it for more than 2 years, such that it’s perhaps not too surprising that contextualization of mobile content is still “a work in progress.”
Asked which of various tactics they use to improve the relevance and engagement levels of mobile content delivered to subscribers, respondents were most likely to say they design mobile pages to load fast (50%) and dynamically personalize mobile content (43%). Fewer are contextualizing messages for the mobile experience, segmenting campaigns based on behavior and/or sales cycle, or optimizing messages for a specific OS and/or device (each at 36%).
Of course, it’s difficult to optimize messages for different devices without a sound understanding of customers’ mobile usage. And on this front, only one-third of mobile-using respondents reported knowing the level of mobile adoption of their customers very well, with most relying on outside research to guide their strategies.
As for key mobile objectives, brand awareness (67%) and customer engagement (62%) top the list; mobile isn’t as likely to be seen as a means to increase lead generation (48%) or nurture and engage with prospects (33%). Key perceived benefits of mobile center around customer satisfaction (82%) and the extension of customer engagement (73%), with fewer again seeing mobile as a channel for lead generation (55%) or new customer acquisition (36%).
That may change as mobile’s influence grows. But for now, it seems relatively muted: 71% of respondents said that one-quarter or less of their traffic comes from mobile devices, and a similar share (72%) said that less than 10% of their revenue is derived from mobile. Content consumption on mobile devices has traditionally lagged in the B2B vertical: last year, a report from Millennial Media and comScore found that just 20% of time spent with B2B content was on mobile devices, as opposed to 56% of time spent with online content overall.
Returning to the Regalix survey, 64% of respondents plan to increase their mobile marketing budgets in the next 12 months. That should help with one of the top-cited barriers to mobile marketing, a lack of budget. Other top barriers – inability to measure the effectiveness/ROI, and inadequate understanding of the mobile user conversion path – may be trickier to solve, as only 27% are able to measure the effectiveness of their mobile marketing programs on an ROI basis.
About the Data: The report was based on a survey of 328 marketing executives and business leaders, fielded from May 5-19, 2015. 51% of respondents are from North America. The most heavily represented industries are software and internet (28%), business services (24%), and telecommunications (20%).