POST Online Media Lite Edition


B2B marketers still don't use mobile marketing enough

Staff writer |
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.

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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.

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