Businesses restructuring around mobile content

An increasing number of organisations are restructuring around content marketing and mobile content to capitalise on the rapidly-growing market, according to a survey.

Sergey Galyonkin (CC BY SA 2.0) Cropped

© Sergey Galyonkin (CC BY-SA 2.0). Cropped.

A report on mobile content distribution strategies for B2B marketers revealed that 84 percent of marketers are responding healthily to growing access from mobile devices.

The report also showed that marketing responsibilities are growing to include the ownership of technology to provide better access to new information. In new areas such as mobile, up to 70 percent of marketers are directly or indirectly involved in selection and management of tools.

However, there is still a dependence on old formats for content, as marketers rely on existing tools and skills.

“Our research underlines the idea that content is becoming the critical resource for marketers, with mobile overtaking all other access methods”, said Paul Danter, VP of Marketing for Genwi.

“It’s clear that evolved marketers are seeing the opportunity in bridging content and mobile as a way to gain a competitive edge, yet they are struggling to acquire the right tools and skills to capitalise on it.”

Seventy six percent of respondents were from Fortune 1,000 companies with revenues in excess of $1.5 billion. Survey respondents were marketing professionals with eighty three percent at a director level or higher.

For more on the report, see the Genwi website.

Businesses are making strides to adapt their content to mobile. Find out more at The Mobile Content Summit 2014 in October.

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