Report: Brand Awareness Tops List of B2B Mobile Marketing Priorities
The “State of B2B Mobile Marketing” report published by Regalix shows that 67 percent of B2B marketers want to increase brand awareness through mobile marketing, making it the top priority.
After increasing brand awareness, respondents note that increasing customer engagement (62 percent) and boosting sales/revenue (48 percent) are key objectives with mobile marketing efforts.
Approximately 53 percent of B2B marketers surveyed say they have been using mobile marketing for between one and two years. Seventy-six percent say they have been somewhat effective in achieving their mobile marketing initiatives thus far.
In order to reach these goals, 65 percent of respondents say they use a mobile website. The same amount say they utilize a mobile app, while 45 percent rely on mobile email.
Through all of these efforts, 82 percent of B2B marketers report that increasing customer satisfaction is the biggest benefit of mobile marketing. Seventy-three percent cite extending customer engagement, while 64 percent note strengthening customer service.
The Growing Reliance on Mobile
Despite the fact that the majority of B2B marketers surveyed say they’ve only been using mobile marketing for a short period of time, mobile continues to grow in importance. The “2015 State of Marketing Report” released by Salesforce in May 2015 revealed that 60 percent of marketers consider mobile to be a “crucial enabler” and conduit of their sales.
Twenty-one percent say that their revenue can be directly tied to mobile marketing initiatives. Additionally, 53 percent of B2B marketers claim that they have integrated mobile marketing into their overall strategy, and 61 percent believe these efforts have been successful.