Go mobile or go away detroit chamber 11.08.10

©2010 Christina “CK” Kerley/CKB2B All Rights Reserved

Go Mobile… Or Go Away

B 2 B

Mobile Benefits • Mobile Tools• Mobile Tips

Think Mobile Is Only

For B2C

Audiences? (Think Again.)

When was the last time

you saw business

professionals without

their mobile phones?

Make No Mistake: Mobile media is Business media.

While Marketers Have Been

“Going Social”. . .

Their markets have

ALREADY gone mobile.

The numbers are positively

Mind- Blowing

Half The Planet Is Currently Mobile.

3.4 BILLION People Have Mobile Phones.

(and that number is forecast to soar higher)

Findings here

14.7%

106.5 Million Viewers

50% 3.1%

500 Million Users

1.7 Billion

Netizens

As Compared To Mobile’s 3.4 BILLION Subscribers?

The tools are

Wide-Ranging

M O B I L E

Mobile

Web

Sites SMS

Alerts & Campaigns

Video

& Audio

Mobile Advertising

Mobile Apps,

Utilities &

Extensions

Location-Based

Services

QR/2D

Barcodes

Mobile

Augmented

Reality

Mobile

Social

Media

T O O L S

The B2B Benefits Are

Rock- Solid.

Exponentially Increase Reach Anytime-Anywhere Purchasing Opportunities Wide Variety of New Marketing Tools Uniquely Personal, “Immediate” Media 100% Measurable ‘First-Screen’ Brand Impression Lead-Generation Opportunities Maximize Existing Investments, And Content

#1

#8

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10 Benefits

Of B2B

Mobile Marketing

Brand Presence In Mobile World

Extend Brand Value Across Mobile Media

TOP

And The Web? That’s also going

Full-On Mobile

Morgan Stanley analysts predict the Mobile Web will be bigger than desktop Internet use by 2015—with

Gartner projecting mobile devices to overtake

PCs as the most common Web devices by 2013.

‘First Screen’ In 3-5 Years

Morgan Stanley findings here. Gartner findings here.

You think mobile is

Only (Smart)Phones?

(which are mobile devices, too.)

Don’t forget the exploding new market category of tablet computers.

Think Apps Are Just For Fun?

They’re Taking Over The

Enterprise, Too.

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

as the popularity of smart phones and tablets continues to surge.

Mobile Apps To Surpass Traditional Enterprise Apps By 2015

Findings here

How Does Mobile

Change The Way

We Live Now?

We Simultaneously Live In

2

Worlds.

And We Expect

Media That

Moves With

Our Every Move.

We are A Multi-Tasking,

Multiple Conversations,

Multi- Channel Society

The New Normal

So That Leaves One

BIG Question

What Ways Can B2Bs Be Using Mobile NOW?

Mobile Web Sites

Web sites that are developed for

the small screens of mobile phones to deliver a superior

experience for prospects and

customers.

Have you viewed your site on a mobile phone, lately?

(Um, Yikes!)

… Chances are, you need to

optimize your site and other content for the smaller mobile environment.

Make Your Web Site Mobile Friendly (Not Mobile Foe)

An imperative for all B2Bs is optimizing your EXISTING and FUTURE content for mobile environments.

This can mean creating mobile-friendly Web sites, not just

mobile access to your current Web site, and providing users with shorter versions of lengthy content pieces, as well as in different content formats(e.g. video, audio).

MobilePlaybook.360i.com: Web site

MobilePlaybook.360i.com: Mobile Web site (optimized for smartphones)

MobilePlaybook.360i.com: Mobile Web Site (optimized for iPad)

Keep In

Mind!

Unlike Apps, Mobile Web sites

are viewable from ALL

Web-enabled Phones.

(as they are browser-based)

Start Smart! Implementation

Tips

1. Choose content wisely (not much room on mobile!).

2. Keep copy tight and to the point.

3. Consider all mobile devices (smartphones, tablets)

4. Enlist an experienced design/tech partner.

5. Auto-detect all sites. 6. Promote! 7. Track Mobile ROI.

Mobile Web Site

Video

The use of video in campaigns, case studies,

discussion of best practices, branded

entertainment segments, tips, etc.

Note: Video pertains to mobile devices like smartphones that have the capability to view video.

“Show” The Stories You Already Tell.

Due to the complexity of B2B industries and offerings, their content is often lengthy and technical and thus, very difficult to view on small mobile screens. It’s not that B2Bs need to rethink their content, but their formats… with video (and audio!) a ripe option for audiences accessing content from their mobile devices. Produce quick video (or audio) segments that show the tips you tell in your articles and creating visual case studies in addition to the longer text formats available at your Web site.

Keep In

Mind!

Video (and audio) Not Only

Works For Mobile, But For All Web Efforts, Including Social

Media, Web Site, Landing Pages,

etc.

Start Smart! Implementation

Tips

1. Audit all content for video opportunities.

2. Differentiate from competitors’ use of video.

3. Create an editorial calendar.

4. Keep videos short. 5. Promote! 6. Track Mobile ROI.

Video (and Audio)

SMS Alerts

BMW: Joy is here:

http://bit.ly/aju1hy

Text alerts that are sent to mobile device users

via short message service (SMS) that

can’t be longer than 160 alpha-numeric

characters.

Note: All SMS Alerts Must Be Sent Only To Opt-In Subscribers!

Create A New Communications Channel

With Your Content.

Just as you create opt-in email newsletters to “push” content to your audience, opt-in SMS alerts can open an entirely new, uniquely

personal and instantaneous communications channel with your audience.

And where B2Bs can win over their business audiences is by

delivering information that is of a timely and breaking nature to their business audiences, as with alerting them to important

developments, industry news and thought leadership tips to overcome challenges.

Keep In

Mind!

You Can Share A Shortcode

To Get To Market More

Quickly/ Economically or Buy your own.

Start Smart! Implementation

Tips

SMS Alerts

1. Determine Budget—dedicated or “shared” shortcode?

2. Pinpoint an SMS vendor. 3. Identify Content Focus. 4. Grow your SMS list

organically—100% opt-in. 5. Pinpoint frequency of SMS

alerts. 6. Promote! 7. Track Mobile ROI.

Mobile Apps

An application, downloaded by the user to their mobile device, that is

small in comparison to comprehensive desktop applications, but can be quite sophisticated, and

very popular.

Engage Your Audience Through Apps.

One approach that can offer a new level of utility for your business audience—and a way to get your brand top of mind—is through the

development of mobile applications, or “apps”. For example:

If your B2B develops enterprise software, and your brand’s value proposition is rooted in streamlining business tasks, your app could

help them by streamlining several of their mobile-centric tasks.

In order for your B2B to stand out at a tradeshow teeming with top competitors, you could create an “in-venue” app for attendees to use

while at the event that improves their experience.

Apps can produce new

revenue streams and business

models by extending the

brands’ key value

proposition.

Apps can leverage

breakthrough technology—such

as LBS and Augmented Reality—to

produce rich benefits for

business professionals.

Mobile extensions apps can introduce new levels of usability to existing programs.

Keep In

Mind!

Apps have FAR MORE

functionality than Mobile Web sites… but they have to be

developed for EACH And EVERY

Mobile OS.

(e.g. iPhone, Droid, Blackberry, WinMo, Nokia, etc)

To Succeed With Apps…

Ask and Answer: Value Proposition: How will your app EXTEND your brand's value proposition into the mobile environment? Core Value: Does your app make the works tasks of business professionals better, faster and/or easier? Does it solve a problem or produce a compelling benefit? Price: Will your app be free or available for a fee (and at what price)? This depends upon your goal—whether it’s to increase awareness or introduce a new revenue stream. … continued

To Succeed With Apps…

Timely: Is your app for the long-term... or a finite program period? There's no wrong answer here as some apps are long-term in focus while others, like in-venue apps for tradeshows, are finite in nature. Support Existing Programs: Do you have an existing online program where an app—as with a mobile extension—would prove helpful? Promotion: How will you promote your app? There are hundreds of thousands of apps already… how will your app rise above the clutter?

Start Smart! Implementation

Tips

1. Determine platforms. 2. Plan early and ahead. 3. Find an experienced

development partner. 4. Keep your app

current. 5. Brand your app well

(naming). 6. Promote! 7. Track Mobile ROI.

Mobile Apps

Mobile Barcodes

Also known as “QR Codes” (for Quick Response)

or “2D Codes” (for Two Dimensional),

are used through subscribers’ snapping a picture of the icon with their mobile phone camera—with

software on their phones translating it and performing the

associated action within a few seconds.

The actions that marketers can link users’ to through their QR or 2D Codes include (but are not limited to!): • Connect to a URL • Menu of options • Download a MP3 • Initiate an email with the QR owner’s name in the "send to" field • Initiate a call on the phone • Download a PDF/brochure • Receive a multimedia file via SMS

People can scan the Danica Patrick bar code and they are taken to a mobile page featuring the lineup for the race, a schedule of events, information about Danica and social-media links.

Keep In

Mind!

QR Codes Do Not Need To Only Be Featured

Online—Use Them In Your Printed

Materials, Tradeshow Signage,

Promotional Apparel and More.

Start Smart! Implementation

Tips

1. Identify how you'll use QR codes.

2. Determine where to place QR codes.

3. Assess vendors. 4. Optimize landing pages. 5. Remember to Educate

Audiences. 6. Promote! 7. Track Mobile ROI.

Mobile Barcodes

But The BIG Question Is . . .

With Half

The Planet Already Mobile …

With So Many

Innovative Mobile

Marketing Approaches

Mobile Sites

Exponentially Increase Reach Anytime-Anywhere Purchasing Opportunities Wide Variety of New Marketing Tools Uniquely Personal, “Immediate” Media 100% Measurable ‘First-Screen’ Brand Impression Lead-Generation Opportunities Maximize Existing Investments, And Content

#1

#8

#7

#6

#5

#4

#3

#2

#9

#10

And So

Many BIG

Benefits

Brand Presence In Mobile World

Extend Brand Value Across Mobile Media

What Are You

Waiting For

B2Bs?

Thank You!

(and good luck going mobile)

Blog: CKBlog.com Web: CKB2B.com Twitter: @CKsays