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E marketer webinar b2b mobile marketing trends 2016

En parlant mobile, on se cantonne (trop ?) souvent au monde du B2C. Pourtant le B2B est au moins autant bouleversé par le mobile que le consommateur final.

C'est ce qu'eMarketer a décidé de démontrer lors de ce webinaire en illustrant les 6 grands points d'entrée du mobile dans le B2B.

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E marketer webinar b2b mobile marketing trends 2016

  1. 1. © 2015 eMarketer Inc. Made possible by Six B2B Mobile Marketing Trends for 2016 Bryan Yeager Analyst November 19, 2015
  2. 2. © 2015 eMarketer Inc. 1. Mobile’s Workplace Role Will Continue to Grow
  3. 3. © 2015 eMarketer Inc. Mobile’s growing share of time spent with media Source: eMarketer, Oct. 2015 2012 2013 2014 2015 2016 2017 Mobile (nonvoice) Desktop/Laptop 1:28 2:24 2:15 2:16 2:37 2:14 2:54 3:08 3:18 2:12 2:11 2:10 hrs:mins
  4. 4. © 2015 eMarketer Inc. Social and search reaching mobile tipping points 55% of all traffic to Linked is mobile (LinkedIn, Q3 2015) >50% of Google searches in 10 countries are mobile (Google, May 2015) >50% of US mobile phone users will use Facebook by 2016 (eMarketer, July 2015) Nine in 10 US Twitter users will access it via mobile in 2016 (eMarketer, July 2015)
  5. 5. © 2015 eMarketer Inc. 36% of employed adults in the US frequently check their email outside of normal working hours 32% said their employer expected them to check email, stay in touch outside of normal working hours Source: Gallup, April 2014 More demands from employers to be always on
  6. 6. © 2015 eMarketer Inc. Mobile is contributing to the blurred lines between work and personal time  37% of US employees at large companies spend more than 10 hours per week on their mobile phones doing work outside of regular working hours
  7. 7. © 2015 eMarketer Inc. Even US SMB owners are mobile-obsessed
  8. 8. © 2015 eMarketer Inc. Mobility is changing the nature of work “The statement ‘I’m off to work,’ is not really true anymore. Mobility radically changes the nature of work. Work is not where you go anymore; work is instead what you do.” —Vincent Brissot, VP, Worldwide Channel Marketing and Operations, HP Inc.
  9. 9. © 2015 eMarketer Inc. Business content consumption among executives worldwide varies by mobile device Smartphones Tablets Stock prices Breaking news Real-time data In-depth analysis Video Company info Source: CNBC, Sept. 2014
  10. 10. © 2015 eMarketer Inc. Executives are using an array of mobile apps in the workplace Productivity 46% Sales/Service 44% Management 43% Operational 43% Learning/Collaboration 43% Source: Accenture, Jan. 2015
  11. 11. © 2015 eMarketer Inc. US marketers report that the ability to access work info from anywhere makes them much more productive, as does email and mobile
  12. 12. © 2015 eMarketer Inc. Apple and IBM have partnered for enterprise mobile apps on iOS devices Image Credit: Apple
  13. 13. © 2015 eMarketer Inc. Google and Facebook continue to make enterprise inroads, all with mobile support Image Credit: Google, Facebook
  14. 14. © 2015 eMarketer Inc. Mobile devices are woven into the research process when making purchase decisions 19% use mobile more than 75% of the time 37% use mobile 50% to 75% of the time 31% use mobile 10% to 49% of the time 13% use mobile less than 10% of the time Source: IDC, March 2015 Base = US B2B professionals
  15. 15. © 2015 eMarketer Inc. 2. More B2B Marketing Dollars Will Flow to Mobile
  16. 16. © 2015 eMarketer Inc. Digital ads, data and events are driving US B2B media revenue growth—at print’s expense $11.2 $7.9 $3.6 $2.3 2011 $12.2 $6.7 $5.8 $2.8 2014 Digital Ads Data Events Print Ads Source: Association of Business Information & Media Companies
  17. 17. © 2015 eMarketer Inc. Mobile ad spending growing to match time spent Source: eMarketer, Sept. 2015 $19.2 $30.5 $42.0 $50.8 $58.0 $65.5 $30.5 $27.7 $25.1 $24.6 $26.5 $28.2 2014 2015 2016 2017 2018 2019 Mobile Desktop/Laptop billions
  18. 18. © 2015 eMarketer Inc. Despite questions around effectiveness, B2B mobile budgets are expected to increase 1 in 10 B2B marketers worldwide that rate their company’s mobile marketing initiatives very effective 64% B2B marketers worldwide that plan to increase their mobile marketing budgets in the next 12 months Source: Regalix, May 2015
  19. 19. © 2015 eMarketer Inc. Better measurement, tracking and attribution can unlock more spend in mobile
  20. 20. © 2015 eMarketer Inc. Mobile marketing budgets are expected to grow for US B2B product and services companies 5.1% B2B Product Today 14.4% B2B Product in 3 Years 5.0% B2B Service Today 13.0% B2B Service in 3 Years Mobile Marketing Budget Allocation Source: Duke University’s Fuqua School of Business, Aug. 2015
  21. 21. © 2015 eMarketer Inc. Increasing brand awareness currently tops B2B marketers’ list of mobile marketing objectives
  22. 22. © 2015 eMarketer Inc. 3. Adaptive Content Will Provide More Flexibility Across the Buyer Journey
  23. 23. © 2015 eMarketer Inc. The B2B buying cycle isn’t getting shorter 53% of US B2B buyers said their purchase cycle length increased vs. one year ago. Only 9% saw a decrease. (Demand Gen Report, June 2015) 82% of US B2B buyers use more sources for purchase evaluations; 71% conduct detailed ROI analysis before making final decision. (Demand Gen Report, June 2015) For 44% of US B2B professionals, it takes at least 4 months to make a major purchase decision. (IDC, March 2015)
  24. 24. © 2015 eMarketer Inc. More than 33% of B2B tech decision-makers read at least six content assets before a purchase  The bulk of respondents used between two and five assets along the path to purchase
  25. 25. © 2015 eMarketer Inc. What B2B buyers want out of content: Case studies and success stories (Eccolo Media, Oct. 2014) Shares from peers (Blanc & Otus/G2 Crowd, March 2015) Value over sales pitch (Economist Intelligence Unit, May 2015)
  26. 26. © 2015 eMarketer Inc. Despite mobile shift, desktops and laptops remain the preferred devices to access business content by B2B executives worldwide
  27. 27. © 2015 eMarketer Inc. Factoring mobile into the buyer journey “Today, our customers are already 60% into their buying process before they talk to any sales rep. They are assessing, selecting, finding and reviewing all of their information online, mostly using mobile platforms. It means that mobile is not a luxury anymore. It’s not even a necessary evil—it’s a business imperative for us.” —Vincent Brissot, VP, Worldwide Channel Marketing and Operations, HP Inc.
  28. 28. © 2015 eMarketer Inc. Most effective tactics along the buyer journey: Awareness Consideration Purchase Loyalty Advocacy Social media posts (83%) Sources: Regalix, Jan . 2015; Altimeter Group Website (75%) Website (56%) Newsletters (50%) Social media posts (47%)
  29. 29. © 2015 eMarketer Inc. Ensuring a consistent experience across tactics “From search and display to retargeting and affiliate advertising, we ensure that everything shows just as well on mobile in the US, and probably more importantly internationally in emerging markets. We assure that everything is cross-functional and cross-browser.” —Kyle York, CMO, Dyn
  30. 30. © 2015 eMarketer Inc. Mobile websites, apps and emails are the top mobile marketing tactics used by B2B marketers worldwide
  31. 31. © 2015 eMarketer Inc. Mobile app vs. mobile web? Focus on audience “With our own clients, [mobile app vs. web] is very much about understanding your audience deeply. We have some clients where two-thirds of their traffic is mobile. Other B2B clients are completely the other way—where the vast majority of their users are at the office using a desktop.” —Ethan Hays, Head of Digital Products, gyro
  32. 32. © 2015 eMarketer Inc. 4. Email Marketing Will Still Be Important, but …
  33. 33. © 2015 eMarketer Inc. Email is one of the most preferred methods for sharing relevant content with peers
  34. 34. © 2015 eMarketer Inc. And B2B marketers rely on email as a key tactic to generate demand
  35. 35. © 2015 eMarketer Inc. Advancing email marketing with lead nurturing Most important tactic today Most important tactic next year Email Lead Nurturing Source: Spear Marketing Group, July 2015
  36. 36. © 2015 eMarketer Inc. Collapsing the sell cycle with lead nurturing Majority (81%) of lead nurturing campaigns used at early stage of buying process, indicating room for expansion. (Demand Gen Report, July 2015) Lack of content is a key lead nurturing challenge. 48% of B2B marketers didn’t have content to match their target audience. (CMO Council, Q2 2015) Two-thirds of US B2B marketers use lead nurturing for sending different emails based on actions, interests of targets. (Demand Gen Report, July 2015)
  37. 37. © 2015 eMarketer Inc. Open, click share for B2B emails going mobile 83% 73% 14% 21% Q2 2014 Q2 2015 Email Open Share 94% 81% 5% 13% Q2 2014 Q2 2015 Email Click Share Source: Experian Marketing Services Mobile TabletDesktop
  38. 38. © 2015 eMarketer Inc. Enticing users to click on email content remains a leading challenge
  39. 39. © 2015 eMarketer Inc. Cross-platform business messaging apps aim to reduce reliance on email in the workplace Slack HipChat Image Credit: Slack, Atlassian
  40. 40. © 2015 eMarketer Inc. Slack sees rapid adoption of its messaging tools 14,600 140,000 200,000 268,000 300,000 365,000 500,000 750,000 1,100,000 Jan-14 Apr-14 Jul-14 Oct-14 Jan-15 Apr-15 Daily Active Slack Users Source: VentureBeat, Media Reports
  41. 41. © 2015 eMarketer Inc. 5. Mobile Will Become More Data-Driven
  42. 42. © 2015 eMarketer Inc. B2B marketers’ responsibilities are evolving from brand and positioning to being buyer- and tech-focused— both of which will require the use of data
  43. 43. © 2015 eMarketer Inc. B2B marketers are moving to programmatic ad buying to support data-driven marketing  54% of US B2B marketers already buy advertising programmatically  40% plan to dedicate 26% to 50% of media budget to programmatic in 2016
  44. 44. © 2015 eMarketer Inc. Programmatic: nearly 70% of US mobile display ad spending in 2016
  45. 45. © 2015 eMarketer Inc. 46% of marketers worldwide using DMPs are leveraging them to optimize mobile beyond digital display advertising
  46. 46. © 2015 eMarketer Inc. Global mobile analytics revenues to triple by 2020
  47. 47. © 2015 eMarketer Inc. Cross-device data continues to pose challenges “The biggest problem with data as it relates to mobile is the divide between devices—the fact that the session that I start on my laptop and in transition to my mobile phone, there’s no way for those two sessions on two very different devices to essentially be triangulated back to me as one person.” —Ethan Hays, Head of Digital Products, gyro
  48. 48. © 2015 eMarketer Inc. 6. Marketing Technology Mastery Will Be Needed for Mobile Success
  49. 49. © 2015 eMarketer Inc. Marketers fully anticipate that technology will continue to disrupt their practice
  50. 50. © 2015 eMarketer Inc. 1003509501,876 Source: Scott Brinker, 2011 2012 2014 2015 Number of marketing tech firms has grown rapidly
  51. 51. © 2015 eMarketer Inc.
  52. 52. © 2015 eMarketer Inc. What the B2B marketing tech stack looks like:
  53. 53. © 2015 eMarketer Inc. Automation, mobile being used to improve sales 44% of US executives are investing in mobile significantly to improve sales productivity. (Forbes Insights, Sept. 2015) One-third of B2B marketers worldwide said marketing technology is improving their marketing performance significantly. (Ascend2, Aug. 2015) Marketing automation is the top tactic/technology that US B2B marketers expect to deliver ROI. (Spear Marketing Group, July 2015)
  54. 54. © 2015 eMarketer Inc. Mobile, cross-channel support is becoming a key requirement for marketing tech investment “We use 15 different SaaS technology tools in our marketing organization to control and optimize the user experience. When we choose third-party technologies and applications, we test them for performance across all browsers and devices to ensure that the experience is consistent for the end user.” —Kyle York, CMO, Dyn
  55. 55. © 2015 eMarketer Inc. Top technology challenges that companies need to overcome: B2B Marketers Worldwide 1. Complexity of integrating technologies (50%) 2. Inadequate budget or resources (39%) 3. Lack of an effective strategy (39%) (Ascend2, Aug. 2015) Business/Tech Managers WW 1. Gaining consensus, support for new tech investments (44%) 2. Determining needs, optimal solutions (41%) 3. Minimizing security issues (34%) (BPI Network, July 2015)
  56. 56. © 2015 eMarketer Inc. US B2B marketers will move beyond the basic tech stack in 2016
  57. 57. © 2015 eMarketer Inc. Increased sales revenues, lead generation and conversion rates are measures of a successful marketing technology strategy
  58. 58. © 2015 eMarketer Inc. Reviewing the Six Trends
  59. 59. © 2015 eMarketer Inc. The Six B2B Mobile Trends for 2016 1. Mobile’s workplace role will continue to grow. 2. More B2B marketing dollars will flow to mobile. 3. Adaptive content will provide more flexibility across the buyer journey. 4. Email marketing will still be important, but … 5. Mobile will become more data-driven. 6. Marketing technology mastery will be needed for mobile success.
  60. 60. Turn Distraction into Engagement Source: Internet Trends 2015, Mary Meeker
  61. 61. Why is it hard to measure event ROI? Engagement Level Data Visibility ? Tools to measure & optimize
  62. 62. Engage & inspire DURING AFTER DoubleDutch - the most engaging mobile event app and event performance platform Plan & excite BEFORE Measure & optimize
  63. 63. DoubleDutch at a Glance London Hong Kong Amsterdam San Francisco Portland
  64. 64. © 2015 eMarketer Inc. Learn more about digital marketing with an eMarketer corporate subscription Around 200 eMarketer reports are published each year. Here are some recent reports you may be interested in: Q&A Session Made possible by You will receive an email tomorrow with a link to view the deck and webinar recording. To learn more: 800-405-0844 or Bryan Yeager Six B2B Mobile Marketing Trends for 2016  Mobile Programmatic Advertising: Grabbing the Vast Majority of US Display Ad Dollars by 2017  US Time Spent With Media: eMarketer's Updated Estimates for Fall 2015  Marketing Technology: Nine Important Trends for Brands and Agencies in 2015  Marketing Automation: Examining Users and Usage, and What's Coming Next