B2B Marketing, Digital Media and Marketing Strategy
We see the predictions every year: This will be the year of mobile!
Every year, the prediction falls short and every year the pundits dust it off and bring it back out.
It isn’t because mobile adoption is slower than expected, or even because marketers aren’t paying attention to mobile. [Read more...]
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You 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...]
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I was recently informed that every marketing blogger must publish their predictions for the year ahead. So to claim my status as a blogger and not put my right to use WordPress at risk, here are my 12 serious predictions for B2B marketing in 2012.
1. Name recognition will rule. Flooded with content, audiences will turn to recognized sources. High quality editorial, analysts and recognized thought leaders will rise above the clutter based on their names and reputations. [Read more...]
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We will be picking up the Mobile Marketing conversation this evening with a look at experiences in 2011, priorities for 2012 and how mobile is changing sales enablement.
Here are the questions to start off this evening’s discussion: [Read more...]
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Smartphones 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...]
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Mobile 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...]
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I am a digital and B2B marketer with a background in analytics and online media. Based in Portland, Oregon, I run the media group at Babcock & Jenkins.
Views expressed are my own.
