Regalix: Only 51% of B2B marketers worldwide say their companies invest in mobile marketing

199IT original compilation

Although B2B marketers are struggling, they are still missing out on the mobile platform. According to a Regalix survey in May 2015, only 51% of B2B marketers worldwide said their companies have invested in mobile marketing. And the respondents said the effect is average: more than three-quarters of the respondents said mobile marketing has some effect, and only 10% of the respondents said it is very effective.

One-third of B2B marketers say they collect data on consumer mobile preferences and behavior patterns, but they still rely on basic methods to collect data. Regalix asked respondents what type of consumer data they collect to understand their mobile preferences, and nearly two-thirds of respondents chose "devices," with a similar number of respondents choosing "operating systems," followed by social networks, location, and career-related information.

B2B marketers are more likely to use mobile websites and apps, at 65% each, with mobile email (45%), ads (40%), landing pages (40%) and search (40%) also popular.

Although respondents are using a variety of strategies to improve the relevance of mobile content and increase engagement, the usage is not high. Half of the respondents optimized mobile web pages to increase login speed, which has the highest response rate; about 4/10 use dynamic personalized content. The response rates of situational messages, advertising clips based on behavior and sales cycle, and optimized operating system and device messages reached 36% respectively. Less than 30% of respondents chose video.

Insufficient efforts lead to unsatisfactory results. More than 70% of B2B marketers said that the share of website traffic from mobile platforms is less than 25%, 86% of respondents said that the share of mobile revenue is less than 1/4, and even 72% of respondents said that the proportion of revenue from mobile platforms is less than 10%.

Considering the above, this is not surprising: nearly three-quarters of B2B marketers said that less than 10% of their budget is allocated to mobile marketing, and no respondent said that more than a quarter of their budget is allocated to mobile marketing. However, 64% of respondents also said that they will increase their mobile marketing budget in the next 12 months.

Compiled from: eMarketer Translator: Sun Ying