Can B-to-B mobile marketing fulfill Its promise?

Christopher Hosford

Discusses how effective mobile marketing is for B-to-B by highlighting key successes and problems, in addition to looking at the future of mobile marketing with the development of AR.

Alignment with sales, new technologies may finally provide a way forward.

When Apple's first iPhone rolled out in 2007, B-to-B marketers started to chatter about "The Year of Mobile." The 2010 release of the iPad again raised assurances from marketers that mobile would soon eclipse other channels.

Nearly eight years later, "The Year of Mobile" remains still over the horizon.

But the outlook may be starting to shift among B-to-B companies when it comes to monetizing mobile marketing. A 2016 study by AdMedia Partnersfound that within the next two years, 15 percent of B-to-B marketers will garner more...

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