The Mobile Revolution Meets B2B: New Content Marketing Opportunities & Imperatives
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Transcript of The Mobile Revolution Meets B2B: New Content Marketing Opportunities & Imperatives
The Mobile Revolution Meets B2B: New Content Marketing Opportunities & Imperatives
©2012 Christina “CK” Kerley/CKB2B All Rights Reserved
www.CKB2B.com Twitter: @CKsays
Christina “CK” Kerley
©2012 Christina “CK” Kerley/CKB2B All Rights Reserved
As marketers we have to change with our markets …
and our markets are drastically, and permanently changing
©2012 Christina “CK” Kerley/CKB2B All Rights Reserved
Mobile Planet
6 BILLION Are Now Mobile
Mobile Subscriptions Worldwide 86% of the world’s population
Source: ITU Data ©2012 Christina “CK” Kerley/CKB2B All Rights Reserved
14%
106.5 Million Viewers
28% 2%
850 Million Users
1.7 Billion
Netizens
As Compared To Mobile’s 6 BILLION Subscriptions?
©2012 Christina “CK” Kerley/CKB2B All Rights Reserved
7
TRILLION TEXTS
Worldwide in 2011
(193,430 texts per second)
©2012 Christina “CK” Kerley/CKB2B All Rights Reserved
1-3 Years Mobile As
“First-Screen”
Web Device
The New Web
Morgan Stanley findings here. Gartner findings here. ©2012 Christina “CK” Kerley/CKB2B All Rights Reserved
Is Always on. Is Always with our audiences. Is Always connected to the Web. Is the media that we use the MOST.
The 1 Device That…
©2012 Christina “CK” Kerley/CKB2B All Rights Reserved
©2012 Christina “CK” Kerley/CKB2B All Rights Reserved
Mobile +
B2B =
BFF! ©2012 Christina “CK” Kerley/CKB2B All Rights Reserved
Mobile Isn’t Only A “Nice-To-Have” Consumer Device
©2012 Christina “CK” Kerley/CKB2B All Rights Reserved
IBM predicts that Mobile applications will surpass traditional platforms in the enterprise market by 2015.
Mobile Apps To Surpass Traditional Enterprise Apps By 2015
Findings: here ©2012 Christina “CK” Kerley/CKB2B All Rights Reserved
%
Execs Under 40 That View Mobile As PRIMARY Comms Tool
+
Source: Forbes/2010
©2012 Christina “CK” Kerley/CKB2B All Rights Reserved
It’s not that we’re changing our technology to mobile media.
THE REAL STORY
It’s how anytime-anywhere technology is changing us.
©2012 Christina “CK” Kerley/CKB2B All Rights Reserved
Far From Just A New Media Mobile IGNITES…
A REVOLUTION New Expectations | New Preferences | New Habits | New Thresholds
©2012 Christina “CK” Kerley/CKB2B All Rights Reserved
What Are
B2B Mobile
Imperatives? ©2012 Christina “CK” Kerley/CKB2B All Rights Reserved ©2012 Christina “CK” Kerley/CKB2B All Rights Reserved
Win Over B2B Audiences Through
“Better, Faster, Easier” Mobile Strategies
#1 Optimize Your Content For The
Unique Mobile Environment
Re-Imagine B2B Marketing Content
Through Mobile Tools
#2
#3
©2012 Christina “CK” Kerley/CKB2B All Rights Reserved
# ©2012 Christina “CK” Kerley/CKB2B All Rights Reserved
Optimize Content For The
Unique Mobile Environment
Desktop Experience Mobile Experience
©2012 Christina “CK” Kerley/CKB2B All Rights Reserved
Optimize Web Experiences For Users—No Matter The Device
Design For Needs That Users Have When They’re Remote
Mobile User Needs = Different!
©2012 Christina “CK” Kerley/CKB2B All Rights Reserved
Don’t just think text… think video (better for small mobile screens!)
Deliver Content Differently On Mobile Devices ©2012 Christina “CK” Kerley/CKB2B All Rights Reserved
Optimize E-Newsletters—And Campaign Landing Pages, Too!
Optimize ALL Marketing Content
Desktop eNewsletter
Mobile eNewsletter
©2012 Christina “CK” Kerley/CKB2B All Rights Reserved
#
©2012 Christina “CK” Kerley/CKB2B All Rights Reserved
Re-Imagine B2B Marketing
Content Through Mobile Tools
Mobile Augmented
Reality
QR/2D Barcodes
Location- Based
Services
Mobile Search/SEO
Near-Field Communication
(NFC)
Mobile Image
Recognition
Mobile Web Sites
SMS Alerts &
Text Campaigns
Video & Audio
Mobile Social Media
Proximity Marketing
Mobile Apps,
Utilities & Extensions
There
Are
MANY
Mobile
Tools
Perfect
For
B2B
Content! ©2012 Christina “CK” Kerley/CKB2B All Rights Reserved
New Ways To Initiate And Extend Dialogues With Audiences
SMS/MMS Alerts ©2012 Christina “CK” Kerley/CKB2B All Rights Reserved
1. Brand “news/information” texts—new/improved products 2. Offer-based texts—coupons, product promotions and specials
3. Engagement texts—deepen the product/service experience
Give Collateral More Depth—And Audiences
More Convenience—Through QR Codes
QR Codes + Videos ©2012 Christina “CK” Kerley/CKB2B All Rights Reserved
Articles link to videos on the subject… Business
cards link to Mobile Websites…
Even Better… Link To Customers Saying
How GREAT You Are!
QR Codes + Videos ©2012 Christina “CK” Kerley/CKB2B All Rights Reserved
Ad Links to Customer Testimonial Video = SMART!
Transform B2B Tradeshow Information
Into A Dynamic Experience For Attendees
Mobile Apps ©2012 Christina “CK” Kerley/CKB2B All Rights Reserved
Bolster Thought-Leadership Content
Through Images, Videos & Text
Tablet (iPad) Apps ©2012 Christina “CK” Kerley/CKB2B All Rights Reserved
Make Them Better At What They Do By Keeping Them
“In The Know While On the Go”
Mobile Apps ©2012 Christina “CK” Kerley/CKB2B All Rights Reserved
Thomson Reuters has launched a mobile app for New York-based lawyers that combines legal news, analysis and research. The app seeks to deliver value by giving lawyers both the news they need along with necessary tools to draw connections between news, facts and the law so they can better serve their clients. While the company offers other apps in the legal space, this is the first with a news element. It is being introduced alongside a new Web site also targeting lawyers.
©2012 Christina “CK” Kerley/CKB2B All Rights Reserved
You can expect high-quality multi-stream video conferencing, zoom into
video, toggle between video and shared content, even host meetings.
“It is quite simply the best experience
we have delivered in my eight years here at Cisco WebEx…WebEx mobile
really does improve business productivity by enabling all
participants, wherever they are, to easily join a WebEx meeting and
collaborate fully.” says Knight.
Mobile & iPad Apps
Increase Productivity Through Friction-Free Mobile Experiences
Give Your Audience The Information
They Need--When (& Where) They Need It
Location-Based Services ©2012 Christina “CK” Kerley/CKB2B All Rights Reserved
#
©2012 Christina “CK” Kerley/CKB2B All Rights Reserved
Win Over B2B Audiences With
“Better, Faster, Easier” Mobile Strategies
BETTER! Better
Experience For B2B
Travelers
©2012 Christina “CK” Kerley/CKB2B All Rights Reserved
Mobile Websites, QR Codes, SMSAlerts, Apps
FASTER! Faster Way
To Do Banking For Time-
Starved B2B Audiences
©2012 Christina “CK” Kerley/CKB2B All Rights Reserved Mobile Apps
EASIER!
Easier Way To Find B2B Products &
Services
©2012 Christina “CK” Kerley/CKB2B All Rights Reserved Apps/Augmented Reality
Far From Just A New Media Mobile IGNITES…
A REVOLUTION New Expectations | New Preferences | New Habits | New Thresholds
©2012 Christina “CK” Kerley/CKB2B All Rights Reserved
Win Over B2B Audiences Through
“Better, Faster, Easier” Mobile Strategies
#1 Optimize Your Content For The
Unique Mobile Environment
Re-Imagine B2B Marketing Content
Through Mobile Tools
#2
#3
©2012 Christina “CK” Kerley/CKB2B All Rights Reserved
Your world has gone mobile.
So too must your marketing!
New Tools New Behaviors New Thinking New Strategies New Opportunities
©2012 Christina “CK” Kerley/CKB2B All Rights Reserved