When people engage with businesses online, it is increasingly likely to be via a mobile device. Find out how CMOs are using apps to respond to this trend.

1. Why mobile
marketing
is making B2B
CMOs so ‘appy
When people engage with businesses online, it is increasingly
likely to be via a mobile device. Find out how CMOs are using
apps to respond to this trend.

2. Why is mobile marketing
making B2B CMOs so ‘appy?
When people engage with
businesses online, it is increasingly
likely to be via a mobile device
– mobile now represents 65% of
digital media time – and CMOs
are starting to harness the power
of the content app to supercharge
their marketing activities.
65%

3. We all need
to be content
marketers now...
Every business must run an ever-expanding
publishing operation. From blogs to video to
social media intervention: content is (still) king.
Yet while content is
undoubtedly helping
businesses to engage
customers, reinforce their
brand, and drive conversions,
there is just too much of it.

4. Some canny marketers are already looking at ways to steal a march
on their competitors by getting into apps, helping them to:
Differentiate their brand.
Maximise ROI
on content.
Create an engaged
community of users.
Deliver more leads
to the sales team.

5. The rise of mobile
US smartphone penetration is at 79%,
rising to 93% for 18-34-year-olds.
76% of UK adults now own
smartphones.
76% 93%
79%

6. 53% of smartphone users check their
phones within 5 minutes of waking.
Mobile now represents 65% of digital
media time.
53% 65%

7. In 2015, UK adults spent an average
of two hours 24 minutes per day on
nonvoice mobile activities.
This is in comparison with two hours
14 minutes per day on desktop / laptop.
24minutes
14minutes

8. The business response
88% of B2B marketers are using content marketing.
Only 32% of B2B marketers consider their content marketing sophisticated.
But only 30% assess it as being effective.
Top tactics used:
Social media (other than blogs) 93%
Case studies 82%
Blogs 81%

9. How much are
they spending?
In the UK, content and native marketing
accounted for a quarter of online display
ad spend in 2015.
Content marketing and native ads forecast
to be 64% of all paid media on mobile by
2020, worth over €10 billion (that’s 73%
in the UK).
51% of B2B marketers expect to spend
more on content marketing in the next
12 months.

10. What is the impact of
content marketing?
54% more leads are generated by
inbound tactics than traditional
paid marketing and twice as
many B2B marketers say inbound
delivers below average cost per
lead than outbound. Those who
prioritise content marketing and
push it out via an app are more
likely to enjoy positive ROI.
54%

11. But where do
content apps
fit in?
In 2015, mobile apps accounted for 81% of
time spent on the mobile internet vs. 19% on
mobile browsers in the UK. This equates to
in-app time of one hour 55 minutes per day
and is a great opportunity to keep prospects
exposed to and engaged with your content.
Users go to mobile browsers for
background and research before
making any purchase decision.
Placing your content behind an
app can give you an advantage over
competitors and keep your brand at
the front of your prospects minds.

12. An app can benefit end-users because they:
Offer enhanced
security.
Can be
personalised.
Provide speed
of access.
Integrate with
existing mobile
features.
Enable
communication with
other app users.
Can be fun
to use.

13. An app can benefit
businesses because they:
Maintain attention
and awareness.
Generate leads.
Create
direct sales.
Improve
brand loyalty.
Combat ad
blocking.

14. Mobile marketing is
making CMOs ‘appy
due to lifts in prospect
engagement and
eventual ROI.
Apps are a strategic way
for CMOS to keep their
brand and business at
the front of customers’
and prospects’ minds.
CMOs can use apps to
bring prospects through
the funnel more easily
with personalised and
exclusive content.
Takeaways

15. Your users expect apps: they are increasingly
the common currency of mobile interaction.
Download The Power of Mobile
Marketing: Your essential guide to
building a B2B mobile marketing
strategy with a branded content
app and build a better lead
generation strategy.
Download now
The Power of Mobile
Marketing: How to
demonstrate ROI and
maximise the value of your
content with a mobile app
A great user experience coupled with engaging content can do more than just attract customers, it can help retain them
and turn them into brand advocates. It’s time to treat content as part of the user experience, but it has to be consistent
across all touchpoints. Enter, the branded content app.