CK's Blog

B2B Mobile Marketing: Featured In BtoB Magazine Article on Mobile Engagement

In this BtoB Magazine article, Mobile advertising: Make it engaging, which I'm thrilled to be a part of, explores the opportunities and challenges of mobile display advertising. My contributions urge marketers to develop engaging advertisements that focus on their customers’ needs. And I also advocate to get creative in using formats prime for the mobile environment, as with using video not just text and graphics.

Here's an excerpt:

Once ads are delivered, the challenge becomes matching the ad to the medium—because mobile screens are so much smaller, a typical banner ad would only have room for a few words, hardly an effective message.

Instead, said mobile marketing expert Christina “CK” Kerley, the trick is to make the ads as engaging as possible.

“There are interesting things you can do to mobile display ads, whether it's on a website or an in-app ad,” she said. “You have to engage the customer and do something that's uniquely suited to the mobile environment.”

As an example, Kerley gave UPS' recent “That's Amore” b2b campaign, which included a mobile component with display ads that linked to case studies of real business owners who used UPS to improve their logistics. “Their mobile ads linked to customer stories about how UPS helped them,” she said. Mobile display is also a perfect venue for videos, she said.

Full article here

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New Mobile-Marketing Article: Mobile As 'First Screen' For Customers

Big thanks to the BMA (the Business Marketing Association) for running an article with me in their "BMA Buzz" Newsletter.

The piece, titled "Mobile Set To Be 'First Screen' For Customers" explores three facets of B2B mobile marketing, namely: (#1) Why it's important for B2B marketers to begin focusing on mobile-marketing opportunities, (#2) Why B2Bs in particular have been slower to move into mobile than their B2C counterparts, and (#3) What should be the top priorities for B2Bs in setting their mobile strategies.

The article is located here and in case you seek my full guide on B2B Mobile Marketing—The Mobile Revolution & B2B—just go here and for all mobile-marketing video clips just go here.

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Mobile Marketing 101: Unique Experiences For Unique Environments

While mobile-marketing tools and strategies will differ amongst different companies; like any strategy worth its salt, there's no one-size-fits-all solution. There is, however, one action that all companies—yes, every single company—must take. We must optimize our content for the mobile environment.

Why? Because the mobile environment is unique, our audiences' needs are unique when they're mobile, and the mobile environment has a unique set of best practices, opportunities and constraints.

I feature an example above of my own sites (desktop and mobile), which I'm constantly working to improve based on audience feedback. Whether users' type in www.CKB2B.com through their browsers on their laptops or their smartphones they're automatically provided the right experience for the environment they're in right now.

That said, websites are but one part, as we need to think this way about all of our Web content, including enewsletters (how often do you read email on your smartphone vs. your laptop?) and campaign landing pages.

In the video below I hit on this, and refer to it as "thinking inside the box". Remember, at any given time, we don't know through which environment our target audiences are accessing our content—be it through their laptops, tablets or smartphones—but our job as marketers is to delight them through unique content experiences.

Why? Because in a world where our competitors are just a click away and marketing clutter abounds, we are fortunate to have audiences accessing our content... so we want to ensure they keep accessing it in the future. And we really want to delight them so much that they buzz about us to others.

So, while optimizing content for mobile devices is not a strategic endeavor (I go through some strategies in my paper here), it is a marketing imperative. Make sure it's at the top of your list for 2012. For all videos, just go here.

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Video Interview: Mobile Marketing At The PPAI Expo

While leading two mobile marketing sessions at the 2012 PPAI Expo in Las Vegas on January 2nd and January 3rd, I did a quick 2-minute video interview on mobile and its tremendous impact upon the promotional products industry... you might find some mobile gems in here to leverage in your own marketing.

And for all videos, just go here and for my mobile marketing guide go here

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CK On Mobile: Collection Of Video Clips All In One Place

Just click around the below image to launch several videos (you'll see several hotspots when you roll your mouse over several parts of the graphic ). Videos are a collection of clips covering many facets, implications and best practices on mobile. Best of all, you don't have to leave the image to enjoy the video content.

I created this dynamic graphic through ThingLink—which was both fun and easy—and I can see many uses of it going forward. In this anytime-anywhere, always-connected world, I like how several images within one graphic can also be connected and become veritable channels to my content. Gone are the days of flat, one-dimensional images.

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Mobile Marketing Video Clip: Key Imperatives to Close 2011... And Begin 2012!

In a recent class lecture on mobile marketing, I hit on several key changes and imperatives and I wanted to share some of the snippets with you through the below 3-minute video.

In the clip I hit on anytime-anywhere media and how it changes our behavior, mobile's explosive ascendancy to the most-used media of all time, the real revolution on how mobile drives permanent shifts across our expectations and thresholds, the unique "bridge" that mobile provides between all marketing efforts... and how "better, faster, easier," is the mobile mantra for succees (be your audience consumer or executive).

I hope these points are helpful to you in closing 2011 and kicking-off 2012! In the case you want to view more videos, please go here. And for my mobile-marketing guide on The Mobile Revolution & B2B, just go here. 

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New & Improved Branding For 2012

Apart from my consulting and speaking, I've been hard at work getting my own branding nipped, tucked and tweaked to kickoff 2012 with a bang! I recently relaunched my B2B Mobile Revolution site (the site that houses my B2B Mobile Guide) and it was time to refresh the website that is core to my business, CKB2B, as well.

Because just like people, brands need constant care and maintenance to grow, evolve and break new ground.

Besides information on my services, there are many articles across mobile marketing and social media, as well as my archive of videos that you might find of interest... with many more to come in 2012. And of course I feature a mobile-optimized version of the site as well.

Here's wishing you—and your brands!—the best in 2012; it's going to be an exciting year in marketing, B2B and emerging media.

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B2B Mobile Marketing: New Article On Mobile In BtoB Magazine

Jon Vanzile interviewed me for his article, Going Mobile, that aired this week in BtoB Magazine (access the article here). The piece addresses the surge of mobile devices, and skyrocketing opportunities of marketing through mobile... but hits squarely on the challenges with which today's B2B's are grappling.

Here's some excerpts from the article:

On the consumer side, mobile apps allowing people to remote-deposit checks with a simple scan or receive coupons after checking in to a location are taking off. But there is no simple analog on the b2b side, which is often characterized by longer, more complex and higher-ticket sales cycles that don't lend themselves easily to 160-character texts or simplistic apps.

Still, Christina “CK” Kerley, a b2b marketing specialist, suggested an easy place to start: Optimize Web content for mobile users.

“It's common sense, but sometimes common sense isn't so common,” she said. “Some companies are making a mistake by advertising on mobile devices, then sending people to a website they can't read. Many times, you can't scale to fit, or the website is using Flash technology. It's enough to make a marketer tear her hair out.”

Once a site is optimized, the challenge is to design mobile marketing campaigns that reach your customers where they are in a way that makes sense. Ultimately, Kerley said, mobile campaigns should make life “better, faster and easier.”

Get the full article here. And for my B2B Mobile Marketing Guide—The Mobile Revolution & B2B—you can get that right here. 

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The Mobile Revolution Gets A Makeover...

The website which features my B2B Mobile Guide, all B2B mobile content, and videos has undergone a makeover! Readers will recall that earlier this year I launched The Mobile Revolution & B2B to shine a much-needed light (and connect many dots!) on how mobile is prime for B2B companies and audiences.

You see, whether or not “going mobile” is yet on the B2B priority list, the mobile revolution is expanding at an unprecedented, almost unbelievable pace all around B2B organizations. A revolution, by definition, changes the current order in a relatively short period. And with over 5 billion mobile subscriptions worldwide—eclipsing the combined penetration of PCs, landlines and TVs—5 billion apps downloaded in 2010 alone, and $5 billion in sales in the three quarters following iPad’s launch, mobile not only qualifies as revolutionary, but also firmly stakes claim to being the most sweeping set of media of our time… or any time.

Packed with mobile statistics, supported by 10 B2B mobile examples, and featuring 7 lesson-rich video clips, The Mobile Revolution & B2B is a seminal guide—a must-have road map—for B2B companies that need to adjust, align and advance their businesses in a newly mobile planet undergoing a unique revolution.

More mobile and B2B insights are coming but, for now, if you've not yet read the paper—head on over there to download the PDF, accompanying videos and a lot of B2B mobile content to help you as you prepare your 2012 strategies, plans and programs.

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The Mobile Revolution & B2B: The (Cool!) InfoDoodle

Earlier this month I had the tremendous honor of being a featured speaker at the MarketingProfs B2B Forum where I spoke on the subject of The Mobile Revolution & B2B (get the paper here, watch the videos here). It was a terrific event with a smart lineup of sessions and speakers, a large turnout of B2B marketers from companies all over the nation, and a series of networking sessions that fostered conversations and relationships. 

During my session the very talented marketer Leigh-Duncan Durst (find her on twitter here) captured the session's key points through this cool InfoDoodle. I don't know how she managed to design this so quickly and perfectly, but I'm thankful to her for creating this wonderful takeaway that we can all enjoy.

It never ceases to amaze me just how fortunate I am to be marketing in a time when we have such exciting media in our midst... and to have the opportunity to meet such amazing minds that aren't only strategic geniuses, but have amazing doodling skills, to boot!  

Click here to get the fun InfoDoodle and to learn more about B2B mobile marketing, head right on over here.

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High-Octane Speech. Heavy-Duty Mobile. 100% B2B Message.

In but one month from now, the most-important, most buzzed over, and most advancing B2B event of the year will be in full swing. And I'm armed and ready with a high-energy, heavy-duty mobile marketing message laser targeted just for B2Bs.

I am honored to be a featured speaker at The MarketingProfs 2011 B2B Forum and will be enjoying every minute of the amazing lineup of speeches, networking functions and consulting sessions of the event. Most of all I'll be enjoying the 100% B2B focus and getting to meet the event's attendees hailing from a wide range of B2B companies and B2B market sectors.

I'll be presenting on The Mobile Revolution & B2B (Get the paper here! Watch the videos here!) and I'll also be holding one-on-one "mobile therapy" sessions throughout the event, as well as closing the event with a full panel of B2B smarties who will outlay 10 B2B Marketing Imperatives for attendees... consequently, those will inclue a whole lot of mobile as well.

So if you're a fellow B2B, make plans to be in Boston on June 13th-June 15th and please introduce yourself as I truly learn as much as I teach at the event.

Need the details?

• For event info, go here.
• For my sessions, go here and go here.
• And for all things B2B Mobile Marketing, go here.
• To follow the event on twitter, go here.

Cannot wait to see my beloved B2Bers At The B2B Forum!

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Video Q&A: The Mobile Revolution & B2B

At an event where I was speaking last week, we taped a video Q&A on my most recent paper, The Mobile Revolution & B2B (get it here), and I wanted to share some of the key insights with you through the video below (run time is 4:23).

Through the session, I hit on many of the paper's core themes across mobile adoption, the 'real story' on the mobile revolution, how mobile is uniquely prime for B2B and some very impactful attributes intrinsic to mobile media. I hope you find it helpful, and I do hope it moves more B2Bs to begin incorporating this unique, ubiquitious medium that is forever changing the business world, and the markets we serve (both B2B and B2C).

More video clips on mobile-marketing are here and you can download the B2B Mobile-Marketing guide here.

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New Article On The Mobile Revolution & B2B: 6 Key Questions (And Answers!) On B2B Mobile Marketing

My most recent article on B2B Mobile Marketing is up at MarketingProfs (get it here).

In the article I discuss the revolution that mobile has ignited, explain why mobile media is uniquely prime for B2B, give examples of B2B mobile-marketing programs, walk through the key steps for B2B marketers in "going mobile" and give advice for today's B2B marketers looking to improve their ROI (and ensure relevance) in an anytime-anywhere, always-on world.

Access the article here.

And to download the full paper, The Mobile Revolution & B2B: Why Mobile Ignites A Revolution And The Marketing Imperatives For Today’s B2Bs, where I outlay the big-picture business case for B2B mobile, provide a 5-point framework of marketing imperatives, and highlight 10 examples of B2B mobile programs from companies in various industries, as well as 7 short, lesson-rich videos to further explain key points, just go here.

And speaking of The Mobile Revolution & B2B, I'll be speaking on this very subject at The MarketingProfs B2B Forum in June, along with a power-packed agenda at the event across B2B marketing topics including social media, lead generation, content marketing, ROI tracking and much more... find out all and register here.

I hope the article, paper and videos are helpful to you in leveraging the most sweeping media of all time to move the needle for your B2B.

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Press Coverage For "The Mobile Revolution & B2B"

A BIG thank you to Paul Gillin and BtoB Magazine for the Q&A on B2B Mobile Marketing that features my recently launched B2B Mobile Marketing Guide. (Learn more and get "The Mobile Revolution & B2B" here).

In the interview, Paul asks me about the business case for B2B (vs. B2C) mobile marketing, various examples of B2B mobile programs, mobile apps and mobile websites, and metrics for tracking mobile ROI.

Insofar as the guide, The Mobile Revolution & B2B: Why Mobile Ignites A Revolution And The Marketing Imperatives For Today’s B2Bs, I outlay the big-picture business case for B2B mobile, provide a 5-point framework of marketing imperatives, and highlight 10 examples of B2B mobile programs from companies in various industries, as well as a bunch of short videos to further explain key points.

If you haven't already, you can download it here. Good luck taking your B2B mobile!

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Must-Have Road Map For B2Bs: The Mobile Revolution & B2B

5 Marketing Imperatives • 10 B2B Examples • 7 Lesson-Rich Videos

"B2B companies must align their marketing with the profound, permanent shifts that mobile is driving across their core audiences... or risk their relevance in a business world forever changed by anytime, anywhere, always-on media."

www.B2BMobileRevolution.com

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Last week I posted on the feature article I penned for the current issue of Chief Content Officer (get it here) and this week I'm launching the expanded paper which serves as a seminal guide—and a must-have road map forB2B marketers—along with a new website.

Why a full paper and website? 3 reasons, namely:

#1 Revolution Afoot: Mobile doesn't merely signal a new set of marketing media; far more powerful, mobile drives a unique revolution across consumer and business markets.

Whether or not “going mobile” is yet on the B2B priority list, the mobile revolution is expanding at an unprecedented, almost unbelievable, pace all around B2B organizations. But mobile devices aren’t the story. They’re just the screens. In the mobile revolution, what is most important—yet not widely understood—isn’t that we're changing our technology, but that this technology is changing us. 

The mobile revolution is defined not by a mass conversion in communications devices but the sea change that mobile media is driving across the needs, preferences, expectations, and thresholds of today's consumer and business audiences. 

Thus, these dramatic and permanent shifts spurred by anytime-anywhere media means our consumer and business markets have changed. And as marketers charged with serving those business markets, we B2Bs must also change.

#2 Business Case: B2Bs need to understand the robust business case for mobile integration.

With over 5 billion mobile subscriptions worldwide, 72% of the U.S. workforce already mobile, 64% of B2B decision makers currently reading their email via mobile devices, and more than 70% of executives under 40 considering mobile their primary communications tool—professionals now view their mobile devices as veritable "lifelines to their livelihoods." In fact, mobile integration represents the most favorable business case that the boardroom has ever seen, or imagined.

But B2B companies have been slow to move into mobile. And the irony is stark, given that mobile is the one set of media that is most used by their target audiences. By sitting on the sidelines, B2Bs aren't only missing prime opportunities to reach, engage and deepen relationships with their audiences, they're risking their company's relevance in a newly mobile business world.

#3 B2B-Focused: B2Bs need mobile marketing information focused on their audiences, their challenges, and the ROI opportunities that mobile holds for their companies.

The piece—a must-have road map for B2B marketers—fills the gaping void of B2B mobile-marketing information and insight. Focused entirely on B2B and exclusively on business audiences, The Mobile Revolution & B2B: Why Mobile Ignites A Revolution And The Marketing Imperatives For Today’s B2Bs, crystallizes the big-picture business case for B2B mobile integration and outlays a 5-point framework of marketing imperatives for B2B executives.

Packed with mobile statistics, supported by 10 B2B mobile examples, and featuring 7 lesson-rich video clips, The Mobile Revolution & B2B is a seminal guide for B2B companies that need to adjust, align and advance their businesses in a newly mobile planet undergoing a unique revolution.

Get the Paper NOW: www.B2BMobileRevolution.com

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B2B Mobile: A Revolution...Really? Yup, Really!

In a feature article for the latest edition of Chief Content Officer, I examine the unprecedented, unstoppable opportunity mobile holds for business audiences—and why mobile needs to be elevated to a B2B brand priority... ASAP.

The piece illuminates several of the themes, implications, opportunities and best practices that B2Bs should be heeding in the rise (and, yes, revolution!) of mobile, and the many changes it drives across the way we work, connect and communicate. Read it here (PDF) or here (at the website).

Click here for a 5-minute video on "How Mobile Changes Us".

And for a free subscription to Chief Content Officer Magazine go here.

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Mobile Marketing: How Mobile Changes Our Marketing (Part 2 of 2)

In my last post and video clip I covered "How Mobile Changes Us" and here, as a follow-up in Part 2, I want to focus on how mobile changes our marketing. In the 5-minute video clip below I cover several examples of tools and strategies, from the old old to the new, across consumer and business examples. Welcome to your new, improved and mobile world, marketers... and we're just getting started!

Also, an entire archive of video clips is here and a B2B mobile-marketing content archive is right here. Email subscribers, please click here to view the video clip.

Mobile Marketing: How Mobile Changes Our Marketing

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Mobile Marketing: How Mobile Changes Us: Part 1 of 2

While all of these nifty new mobile gadgets enable us new levels of real-time communications and newfound levels of freedom to compute from anywhere at anytime, that's not the real story on mobile. Nope, the real story is not the devices, nowhere near.

The real story is the dramatic shifts that anytime-anywhere and always-on mobile freedom is driving across new habits, preferences, expectations and threshholds for how our society lives and works. And this is exactly where marketers—be they B2C or B2B—need to pay attention.

In this 5-minute video clip, I center on how mobile changes us (psst: "us" includes your customers) and, in Part 2, which I'll air next, I'll focus on how mobile changes our marketing. Also, an entire archive of video clips is here and a B2B mobile-marketing content archive is right here. Email subscribers, please click here to view the video clip.

Mobile Marketing: How Mobile Changes Us

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B2B Mobile Marketing: Mobile As Prime B2B Marketing Media For Business Audiences.

B2B, your market is PRIME for mobile—in fact, with skyrocketing rates of adoption among decision makers, mobile equates to a veritable "lifelines to their livelihoods" for professionals. View the 4-minute video below for more insights.

Also, an entire archive of video clips is here and a B2B mobile-marketing content archive is right here. Email subscribers, please click here to view the video clip.

B2B Mobile Marketing: Lifelines To Their Livelihoods

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Mobile Marketing: 5 Billion Mobile, 5 Billion Dollars, 5 Billion Downloads... Um, Revolution Anyone?

Listen up, Marketers, mobile's numbers are positively mind-blowing and only set to surger higher, faster and bigger. And for a professional that gets grilled to prove adoption rates in boardrooms all the time? I dare say the numbers are all-out intoxicating.

Yup, the mobile revolution is just getting started... and yup, I just said revolution. Why? Because mobile isn't about these nifty devices, it's about the dramatic set of changes that mobile is driving across society's habits, preferences, expectations and thresholds. And make no mistake, by society, I mean your customers and what your customers now expect and what your customers now no longer tolerate.

Have a view of the below clip running under 3 minutes for just a handful of the numbers, and please feel free to take these to your own boardrooms while you're stating your own case to go mobile.

More videos are coming soon across mobile statistics, how mobile is driving a revolution and mobile-marketing best practices. Also, an entire archive of video clips are here and a B2B mobile-marketing content archive is right here. Email subscribers, please click here to view the video clip:

Mobile Marketing: Mobile's Mind-Blowing Numbers:

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