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.”