Nearly three-quarters of global business-to-business product and supply companies say that web sites and apps are their primary marketing tactics for mobile, according to a new report recently released by digital marketing services firm Regalix Research. 65% say they have a site, and the same percentage say they offer a mobile app.
The report, the “State of B2B Mobile Marketing 2015,”authored by senior vice president and principal analyst Nimish Vohra and senior marketing manager Srinivasan Seethapathy, also found that more than two-thirds of companies used mobile marketing to increase brand awareness, and that more than 40% personalize their mobile web content to the known interests of customers.
Regalix based the report on a June 2015 survey of 422 senior marketing executives from several industries, including business software and Internet services, computers and electronics, telecommunications and business services. Just over half of respondents were based in the United States, the rest were from other regions throughout the world, a spokeswoman says.
The reports’ authors, however, contend that many companies are behind the curve in building out an effective mobile marketing strategy as more companies turn to mobile devices to make business-related purchases. They cite a 2013 study by Forbes Insights of 511 executives in the United States across various industries that found that 52% said they were comfortable making business-related purchases on a mobile device. That study—“The Connected Executive: Mobilizing the Path to Purchase”—was based on a survey of 511 executives in the United States at companies, in various industries, with annual revenue ranging from $500 million to $5 billion. “Some quick catching up needs to be done by the B2B marketer,” the Regalix authors say. “Marketers, with the help of their digital partners, need to outline a mobile marketing technology strategy that makes the mobile platform more relevant and integral to the B2B business process.”
The Regalix study found the following percentages of companies using technology and techniques in B2B marketing:
(SMS and MMS are each forms of text marketing, but SMS is text-only and MMS is multimedia.)
The study also reported how they manage mobile content:
Following are the percentages of companies citing key objectives of mobile marketing:
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