B2C brands are more ahead of the curve than B2B brands with mobile

According to a study, Marketer Perceptions of Mobile Advertising - 2013, by Ovum and  IAB, B2C brands are more ahead of the curve than B2B brands when it comes to mobile marketing.

B2B brands tend to be more conservative approach across most parameters, viewing mobile marketing as "experimental." About 70% of B2C brands in the study reported that they were satisfied with their mobile efforts.

B2C organizations have championed more cutting edge mobile and digital strategies to a "much higher degree" than B2B companies. This hesitation to embrace mobile marketing makes B2B brands lose opportunities for engagement, contextual relevance and multi-screen opportunities.

In the study, 16% of organizations reported mobile advertising budgets of ranging between $301,000 and $500,000 for 2013. Also about 16% had 2013 budget of over $500,000 for mobile advertising. Overall mobile advertising budgets are on the rise. Many organizations have climbed out of the under $50,000 budget range (55% fell into this range in 2011 and 23% in 2013).

Eighty-three per cent of respondents said mobile targeting was important or very important. -- IAB Study

How brands rate the importance of multi-screen advertising:

• 26% of B2C brands saying it was very important
• 8% of B2B brands say that multi-screen is important

SOURCE: IAB, 2013 study: Marketer Perceptions of Mobile Advertising - https://www.iab.net/media/file/IABMarketerPerceptionsofMobileAdvertising2013.pdf