Mobile
Marketing
Trends 2013

Mobile Marketing Trends 2013
Few years ago when B2C companies were scrambling to make sense of mobile
marketing to reach their customers, B2B marketers never imagined that they would be
doing the same soon. With a surge in the utilization of mobile devices – from
smartphones to tablets and eReaders, B2B marketers must face the fact that the shift in
consumer behavior which drastically affected B2C marketing, has now also impacted B2B
marketing in a big way. When someone uses their mobile phone to perform every task
from search to purchase, it can be assumed that they will do the same for making
business decisions as well.
It is forecasted by IDC, that within four years, more consumers will access Internet
content via mobile devices than PCs. This is not surprising given the consumption and
dependency on mobile devices. For a B2B company, not having a mobile presence would
mean squandering away crucial opportunities to connect with these prospective
customers.
This report analyzes the shift in content consumption and provides marketers actionable
tips for creating successful mobile marketing programs. The report also provides insights
into trends in mobile marketing, including, budget allocations, leading metrics used by
marketers, challenges faced by them, and more. This data will help CMOs re-evaluate
their investments in mobile marketing and help in the creation of effective execution
strategies.
Marketing to today’s on-the-go customer Survey Report
Unveiling Mobile marketing strategies in the B2B landscape
By Nimish Vohra and Aditi Narayanan
Mobile Marketing Trends 2013Silicon Valley Voices © 07/2013 01

Key takeaways
80% marketers indicated mobile as an important part of their
marketing mix
66% of B2B marketers indicated that mobile marketing
amplifies brand reach
72% of B2B marketers surveyed consider website traffic as the
leading metric for measuring mobile marketing success
51% marketers use mobile websites and mobile applications as
a part of their mobile marketing program
Mobile Marketing Trends 2013Silicon Valley Voices © 07/2013 02

64 percent marketers feel that there is an obvious shift in the manner in which their
customers consume content. The B2B marketers we surveyed, indicated that their
customers use both mobile devices and PCs to consume content wherein the consumption
of content starts from one device and is carried forward via other devices. Consumers
increasingly access high-level messaging from a mobile device and then use a PC for details.
This means that companies that don’t have targeted mobile marketing programs lose the
opportunity to reach out to prospects who use multiple devices for accessing content.
It’s a multi-screen world
Mobile Marketing Trends 2013Silicon Valley Voices © 07/2013 03
Source: Silicon Valley Voices, May 2013
40 percent of the marketers surveyed said that visits to websites through mobile are a true
measure of how their customers are adopting mobile. Organizations who have been able to
witness ROI through their initial mobile investments are also investing in advanced analytics
suites that help them evaluate usage patterns. While over 64% of mobile marketing efforts
are focused on attracting and engaging new customers, other players such as distributors,
re-sellers and partners are rarely targeted by marketers in their mobile marketing programs.
25% - 50% of traffic to the website is
through mobile devices,
say B2B marketers
?
15% 15% 63% 7%
Laptop/Desktop Via a mobile device
(Smart phone,
Tablet/e-reader)
Both Not Sure

Mobile Traffic Contribution
Mobile Marketing Trends 2013Silicon Valley Voices © 07/2013 04
Source: Silicon Valley Voices, May 2013
% Respondents
(Range of values is 10-30%) (Range of values is 10-100%)
% Website visits from Mobile Devices
10%
<10%
24%
10-25%
29%
25-50%
5%
50-75%
3%
>75%
29% Not Sure

Mobile Marketing as a channel helps marketers meet many of their objectives. However, it is
important for marketers to understand the objective best served by this medium so as to
dedicate their efforts accordingly. Our survey found that mobile marketing was found to be
more beneficial in the earlier stages of the buying cycle (lead generation) as opposed to the
later stages of the post-sales cycle (retention of existing customers). This can be seen in the
benefits cited by marketers, 66% claimed that broadening brand reach is the topmost benefit
from running a mobile marketing campaign. This is followed by lead generation as claimed
by 59% of the respondents.
Mobile marketing - most effective in the
early stages of buying cycle
Mobile Marketing Trends 2013Silicon Valley Voices © 07/2013 05
Key Benefits of Mobile Marketing Campaigns
59%
66%
48%
35%
41%
41%
28%
Generating
Leads
Broadening
Brand Reach
Acquring
New
Customers
Increasing
Loyalty
and
Retention Bolstering
Customer
Service
Inscreasing
Customer
Satisfaction
Extending
Customer
Engagement
(Anytime/
Anywhere
Access)
Others
7%
Source: Silicon Valley Voices, May 2013

Mobile Marketing Tactics Employed by B2B Marketers
Mobile websites are the most preferred tactic by B2B marketers, as indicated by 70% of the
respondents. This is no surprise, as 40% of marketers responded that 25-50% of traffic to the
website is through mobile devices. Mobile applications follow closely as the preferred mobile
marketing tactic used by 60% of B2B marketers. Mobile applications are the preferred tactic
by marketers owing to the engagement opportunities presented by the platform. Other
tactics such as development of mobile products, mobile advertising, mobile search and QR
codes do not see high degree of investments from B2B marketers.
Marketer’s focus on building mobile web experiences seems to be measurably higher than
the focus on developing purpose-built mobile applications. Organizations are shifting their
mobile strategy away from creating specific apps, typically developed to support more
specific tasks or functions, to alternate web development techniques, such as responsive
web design.
Mobile Websites and Apps - Key tactics
for meeting marketing objectives
Mobile Marketing Trends 2013Silicon Valley Voices © 07/2013 06
70%
60%
20%
20%
10%
30%
Mobile
Application
Mobile
Website
Mobile
Search
Mobile
Advertising
QR Codes
Mobile
Product
Source: Silicon Valley Voices, May 2013

Although 80% of respondents to the survey concurred that it is important for marketers to
include a mobile strategy in their marketing plan, only 42% have integrated mobile into their
marketing mix. This is because marketers are faced with several challenges while designing a
mobile strategy – from limited budgets to lack of expertise to complicated delivery
mechanisms. 54 percent of B2B marketers indicated that the biggest challenge for them is
defining the user experience (factors such as screen size), followed by lack of resources as
indicated by 38% of marketers surveyed. It is important for marketers who are about to
embark on the journey to effective mobile marketing to identify these challenges
before-hand so as to devise solutions accordingly.
Pressing issues surrounding Mobile
marketing
Mobile Marketing Trends 2013Silicon Valley Voices © 07/2013 07
31%
54%
39%
23%
15%
15%
12%
Choose the
delivery
mechanism
(including
type of
devices
targeted)
Defining the
user experience
(factors such as
screen size)
Cost of
content
management
systems
Lack of
resources
Lack of
experiences
Inadequate
financial
resources
Others
Source: Silicon Valley Voices, May 2013

Respondents of our survey indicated that currently around 10% to 25% of their marketing
budget is allocated to mobile marketing. 40 percent B2B marketers expect this figure to
increase in the coming 12 months. According to Mobile Marketing Association, mobile
marketing expenditures in the US alone this year will reach $10.46 billion. By 2015, spending
on the channel is expected to approach $20 billion, with Mobile advertising accounting for
the biggest share of total mobile marketing spend, at just under 50% of expenditures this
year, or $4.87 billion—a share that is relatively expected to hold steady through 2015.
Increasing budget allocation to Mobile
You can't deny it – mobile adoption is only growing as ratified by 88% of respondents.
Fueled by this surge in the usage of mobile devices, the role of mobile in connecting
businesses with customers has only been growing. 80 percent of B2B marketers surveyed
indicated that mobile strategy is already an important part of their marketing mix, and
another 82% respondents believe that mobile is not a fad, but is here to stay.
However, marketers are focusing on mobile as another messaging channel, and mostly
ignoring the potential and unique possibilities offered by the platform, mainly due to
immature strategies, scarcity of talent and lack of integration.
Ready or not, Mobile is here to stay
Mobile Marketing Trends 2013Silicon Valley Voices © 07/2013 08
10 - 25 percent of marketing budgets are currently allocated to mobile marketing initiatives
with 40% of marketers expecting an increase in spends over the next twelve months.
However, despite the high confidence in the effectiveness of mobile marketing as a
discipline, only 25% survey respondents have been successful in proving the ROI of their
mobile marketing program. An alarming 46% of respondents are unsure of the ROI from
mobile marketing programs. While marketers believe that mobile marketing allows them to
reach out to a greater audience, they are still unable to quantify the return and demonstrate
a direct correlation between mobile marketing and their business goals.
Curious case of the ever-evasive ROI

The true power of mobile marketing can only be witnessed once any or all of the following
take form:
B2B marketers need to act fast and leap-frog competition by harnessing the true potential of
mobile, incorporate innovative mobile marketing programs and use advanced metrics to
measure the value derived from mobile in their marketing efforts.
Marketers launch mobile as a platform and not just a media vehicle to distribute
content, which will be preceded by the maturation of M2M communication.
Marketers adopt sophisticated metrics to measure the impact of their mobile
campaigns and are not limited by website traffic.
Mobile marketing tactics evolve to include more segmented mobile apps that target
the entire B2B marketer’s ecosystem.
Mobile Marketing Trends 2013Silicon Valley Voices © 07/2013 09
About the analyst’s
Nimish is Vice President and General Manager works with CMO's and
senior marketing professionals. His research focuses on predictive
analytics, customer experience management , mobile enablement and
other emerging trends that help customers leverage technology as an
enabler of marketing and business outcomes
Aditi Narayanan
Research Associate
Aditi’s research is focused on B2B content creation and distribution
practices that enable product marketing professionals deliver targeted
sales enablement material. Her research combines creative with
scientific measurement that creates real digital marketing leverage.
Nimish Vohra
VP, Principal Analyst

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