The Mobile App Your Marketing Needs

Mobile App and Web UsageAccording to Nielson, smartphone users spend 87% of their time with apps, and just 13% of time with the mobile web. Last quarter, 41% of Facebook’s revenue came from their mobile user base.

What are you waiting for, you need a mobile app. Right now.

STOP.

You are asking the wrong question. As marketers, collectively, our perspective on mobile apps versus mobile web has had the wrong focus. [Read more...]

10 Things You Need to Know About B2B Mobile Marketing

my iPhone family pileYou see them everywhere, crossing streets, in meetings, at lunch and even driving. Busy professionals focused on their smartphone, nearly oblivious to everything else around them.

These are the same business decision makers and influencers your B2B marketing is targeting. But chances are they aren’t looking at your site, email or content on their smartphone. [Read more...]

Are Smartphones Making Us Stupid?

Text On The BeachSmartphones always have a corner of our attention. When they beep, buzz or blink, we take notice. Walking down the sidewalk, on public transit, or while watching television, our smartphones are our sidekicks. Even during meetings, or maybe especially during meetings.

But our attention is rarely complete. Few people schedule smartphone time the way they schedule work time. For intensive tasks, most people still return to their desktop or laptop (ever try building a financial model on a smartphone? I wouldn’t recommend it).

Likewise, the attention mobile devices claim limits the attention we give other activity. [Read more...]

3 Questions For When Mobile is the First Screen

my iPhone family pileMobile devices are expected to be the primary mode of internet access in the next three years. This is worth saying again: Your company’s digital experience will be primarily via mobile devices.

The current response from marketing falls woefully short of where they need to be in a few short months.

Discussions of mobile marketing quickly turn to apps, mobile sites and how to make content mobile-friendly. Even when embraced, this response is eerily similar to early websites, which extended brochures to the web by merely converting to HTML and adding hyperlinks. [Read more...]

Five Marketing Changes You Need to Make

CardsIf B2B marketing isn’t dead, it is changing very quickly. But the real change isn’t the marketing, it is how marketing has evolved in response to the evolving buyer.

The biggest factor driving the changes in today’s buyers is the accessibility of information technology has enabled. This change has turned demand creation upside down. In the past, your prospect held the budget cards and you held the information cards. Through the sales and negotiation dance, the cards were slowly revealed one at a time, with you and your prospect jockeying for advantage through the entire process. [Read more...]

Three Reasons Mobile Changes Everything in Marketing

iPhone 3GS at the San Francisco Apple StoreThe research about mobile usage does not do mobile justice. Sure, 82% of executives have a smartphone. 49% of C-level executives search on a mobile device.

Yes, mobile is pervasive, but numbers alone don’t capture how much mobile can change marketing.

Many B2B marketers are catching on slowly, distracted by low mobile usage on corporate websites or a limited understanding of how mobile marketing and mobile accessibility contributes to goals. [Read more...]