B2B brands tend to be more conservative approach across most parameters, viewing mobile marketing as "experimental." About 70% of B2C brands in the study reported that they were satisfied with their mobile efforts.
B2C organizations have championed more cutting edge mobile and digital strategies to a "much higher degree" than B2B companies. This hesitation to embrace mobile marketing makes B2B brands lose opportunities for engagement, contextual relevance and multi-screen opportunities.
In the study, 16% of organizations reported mobile advertising budgets of ranging between $301,000 and $500,000 for 2013. Also about 16% had 2013 budget of over $500,000 for mobile advertising. Overall mobile advertising budgets are on the rise. Many organizations have climbed out of the under $50,000 budget range (55% fell into this range in 2011 and 23% in 2013).
Eighty-three per cent of respondents said mobile targeting was important or very important. -- IAB Study
SOURCE: IAB, 2013 study: Marketer Perceptions of Mobile Advertising - https://www.iab.net/media/file/IABMarketerPerceptionsofMobileAdvertising2013.pdf