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

The Mobile Revolution Meets B2B:
New Content Marketing Opportunities & Imperatives
Christina “CK” Kerley
www.CKB2B.com
Twitter: @CKsays

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

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As marketers we have to change
with our markets …

and our markets are drastically,
and permanently changing

Mobile Planet
6 BILLION
Are Now Mobile
Mobile Subscriptions Worldwide
86% of the world’s population
©2012 Christina “CK” Kerley/CKB2B All Rights Reserved Source: ITU Data

More Mobile Devices

Than All 3… COMBINED

As Compared To Mobile’s 6 BILLION Subscriptions?

106.5 850 1.7
Million Million Billion
Viewers Users Netizens

2%
14% 28%

7
TRILLION
TEXTS
Worldwide
in 2011

(193,430 texts per second)

183 Billion Apps
To Be Downloaded In 2015


The 1-3 Years
New Mobile As
Web “First-
Screen”
Web Device
Morgan Stanley findings here.
Gartner findings here. ©2012 Christina “CK” Kerley/CKB2B All Rights Reserved

Is Always on.
The 1 Device That…
Is Always with our
audiences.

Is Always connected
to the Web.

Is the media that we
use the MOST.

Mobile
+
B2B
=
©2012 Christina “CK” Kerley/CKB2B All Rights Reserved BFF!

Mobile Isn’t Only A
“Nice-To-Have” Consumer Device

Mobile Is A Must-Have
Business Tool


Mobile Apps To Surpass Traditional
Enterprise Apps By 2015

IBM predicts that Mobile applications will surpass traditional
platforms in the enterprise market by 2015.

Findings: here

Execs
Under 40

70%
That View +
Mobile As
PRIMARY
Comms
Tool
Source: Forbes/2010

Mobile = B2B’s Lifelines To Livelihoods

It’s not that we’re changing
our technology to mobile media.

It’s how anytime-anywhere
technology is changing us.

THE REAL STORY

Far From Just A New Media
Mobile IGNITES…

A REVOLUTION
New Expectations | New Preferences | New Habits | New Thresholds

What
Are
B2B
Mobile
Imperatives?
©2012 Christina “CK” Kerley/CKB2B All Rights Reserved ©2012 Christina “CK” Kerley/CKB2B All Rights Reserved

Optimize Your Content For The #1
Unique Mobile Environment

#2
Re-Imagine B2B Marketing Content
Through Mobile Tools

#3

Win Over B2B Audiences Through
“Better, Faster, Easier” Mobile Strategies


Optimize Content For The
Unique Mobile Environment

#

Desktop Experience Mobile Experience

Optimize Web Experiences For Users—No Matter The Device

Mobile User Needs = Different!

Design For Needs That Users Have When They’re Remote

Don’t just think text… think video
(better for small mobile screens!)

Deliver Content Differently On Mobile Devices

Optimize ALL Marketing Content

Desktop eNewsletter
Mobile eNewsletter

Optimize E-Newsletters—And Campaign Landing Pages, Too!

Re-Imagine B2B Marketing

2
Content Through Mobile Tools

#

Mobile

There
Mobile
Augmented
Web Sites
Reality

Are QR/2D
SMS
Alerts &

MANY
Barcodes Text
Campaigns

Mobile Location-
Based
Services
Video &
Audio

Tools Mobile

Perfect
Mobile
Social
Search/SEO
Media

For Near-Field
Communication
Proximity
Marketing

B2B
(NFC)

Content!
Mobile Mobile Apps,
Image Utilities &
Recognition Extensions


New Ways To Initiate And
Extend Dialogues With Audiences
• Brand “news/information” texts—new/improved products
• Offer-based texts—coupons, product promotions and specials
• Engagement texts—deepen the product/service experience

SMS/MMS Alerts

Give Collateral More Depth—And Audiences
More Convenience—Through QR Codes

Articles
link to
videos on
the
Business subject…
cards link to
Mobile
Websites…

QR Codes + Videos ©2012 Christina “CK” Kerley/CKB2B All Rights Reserved

Even Better… Link To Customers Saying
How GREAT You Are!

Ad Links to Customer Testimonial
Video = SMART!

©2012 Christina “CK” Kerley/CKB2B All Rights Reserved QR Codes + Videos

Make Them Better At What They Do By Keeping Them

“In The Know While On the Go”
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.

Mobile Apps

Increase Productivity Through
Friction-Free Mobile Experiences

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

Give Your Audience The Information
They Need--When (& Where) They Need It

Location-Based Services

Win Over B2B Audiences With

3
“Better, Faster, Easier” Mobile Strategies

#

BETTER!
Better
Experience
For B2B
Travelers
Mobile Websites, QR Codes, SMSAlerts, Apps

EASIER!
Easier Way
To Find B2B
Products &
Services
Apps/Augmented Reality

Remember!


New Tools
Your world has
gone mobile.
So too must your New Behaviors
marketing!
New Thinking

New Strategies

New Opportunities

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

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

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