The Mobile Revolution Meets B2B: New Content Marketing Opportunities & Imperatives

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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

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With 6 billion mobile subscriptions worldwide, a 200% growth rate forecast for tablet computers, and smartphones now outpacing PC sales, mobile signifies the most sweeping media of all time. B2B marketers must align their efforts with these dramatic changes so as to improve their ROI and ensure their market relevance. This session will illuminate the B2B content marketing opportunities of a newly mobile world, highlight ideas on how marketers can leverage these exciting mobile tools and technologies while also featuring mobile imperatives for optimizing Web content across smartphones and tablets.

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

More Mobile Devices

Than All 3… COMBINED ©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

183 Billion Apps To Be Downloaded In 2015

©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

Mobile Is A Must-Have Business Tool

©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

Mobile = B2B’s Lifelines To Livelihoods

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

Remember!

©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

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

Welcome To The Mobile Revolution, B2B.

Make Mobile Your

Moment To Shine.

Get The Free B2B

Mobile Guide:

www.B2BMobileRevolution.com

For More of CK’s Mobile Videos & Articles:

www.CKB2B.com ©2012 Christina “CK” Kerley/CKB2B All Rights Reserved