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InsightsAnalysis of events, data, and trends
affecting the information industry.
A new Outsell - ABM survey of ABM members shows that while the most common objective of using mobile solutions is to enhance the brand as forward thinking, the ROI and revenue leaders are marching to another tune: new revenue and creating a superior digital experience, taking advantage of what mobile does best.
Important Details: Outsell has partnered with ABM (Association of Business Information and Media Companies) on a study among ABM members of mobile use and mobile results, presented at ABM's Executive Forum in Chicago this week. This is the first major B2B trade publishing benchmark study measuring the state of mobile strategies, activity, staffing, operational and financial results in this sector as previous studies have focused on the consumer-facing use of mobile services.
Industry coverage of the results, under the headline "Study Finds Publishers Cautious about Mobile", reflected the findings that:
We looked at the publishers reporting positive ROI, and also at those 16% of firms for whom mobile generates 10% or more of digital revenue, which is twice the average mobile percent of digital revenue. The study analyzed overlapping measures provided by C-level executives and operational leaders. The key differences in the "high mobile results" group, shown here in comparisons of ratings by C-level and operational leaders versus the lower performing mobile services, are:
Implications: This study lays down benchmarks that paint a picture of the current state of mobile activities among ABM B2B members as well as near term plans and expectations. Experimentation is rampant, interest and expectations are high, and the wide variation in approaches is no surprise.
What the handful of high results services highlights is that while dabbling and experimentation may be the norm, the early success stories come from focus and commitment. While the most common objective was to enhance the brand as forward thinking, the ROI and revenue leaders are marching to another tune: new revenue, and creating a superior digital experience taking advantage of what mobile does best. They deliver completely new content and measure the engagement their mobile services capture from their users. And they staff these efforts to achieve these goals, not just layering them on as additional duties for staff whose first priorities are elsewhere.