In 2011, in fact right at this time of year, I launched my B2B mobile-marketing guide—and it was an important piece for me to publish as it was the first solid piece of thought leadership to focus on mobile imperatives for B2B marketers.

Though with that said, the paper's imperatives and insights are just as relevant to B2C. Why? Because it hits home how mobile’s real revolution isn’t one of devices but a revolution in behavior across the way our markets now live, work, communicate, and buy. Or, as I explain in the paper, "Mobile's true story is not that we're changing our technology to mobile, but how mobile technology is changing us" (a video explaining this is here).

And that brings me to 2012.  After all, a new year is a new reason for a new marketing program.

When I began planning my new program, I knew the “what” (mobile!), I knew the "who" (marketers!) and I certainly knew the “why” (mobile = most sweeping media of all time!). But I wasn’t sure of the “how.” So, I turned to my goals...

I had 3 goals that guided me:

1. Audience Experience: First and foremost, it had to be an engaging experience for my audience—audience always comes first—and it needed to be something unique.
2. Insights for B2B and B2C: It had to arm both B2B and B2C marketers with strategic advice on why and how mobile can move the needle for their businesses, increase brand engagement with their audiences, and strengthen the customer relationships that are critical to their ROI. After all, that's the true magic of mobile.
3. Anywhere. Anytime. Any Device.: The program needed to be easily and effectively consumed on Web-enabled devices of any size: be they large laptops, small smartphones, or the in-between category of tablets. Remember, mobile screens are quickly becoming the "first-screen" for Web content. (How many times do you look at your smartphone everyday?)

And my goals led to my new mobile-marketing video series:

My new mobile-marketing series enables me to hit my 3-goal mark as (#1) I’m connecting with my audience in a more engaging environment (video) and in a "different" way, (#2) my lessons are laser-focused on B2B and B2C strategies to succeed in this anytime-anywhere, always-on world, and, (#3) the format accommodates all viewing screens—be they be small smartphones, large laptops, or mid-sized tablets (my videos are available at both my desktop/tablet and mobile sites).  

I do so very much hope you find the videos valuable in your mobile journeys. Depending upon each segment's featured topic, video segments range 6-9 minutes each. Right now I have 6 videos in the series for you to view, and MORE are on the way.

Just to re-cap, here are many ways to get CK's mobile-marketing goodies:

• CK's NEW mobile-marketing video series: My new mobile-marketing video series is here and I'll be adding 1-2 new videos each month.
• Video clips of CK's speaking engagements: My speaking clips (from speaking engagements) are archived here, and I add to these frequently.
• CK's B2B mobile-marketing guide: My B2B mobile-marketing guide is here and features 5 marketing imperatives, 10 B2B examples, and 7 videos.

Thanks, marketers. As I say at the end of each video, keep gaining ideas, getting inspired, and going mobile!

But where to start, and where to, from there? There's so much to learn, do, and improve.

And that's exactly why I've developed a 3-step framework to help guide marketers on how to integrate mobile into the marketing mix—with each step perfectly relevant for both B2B and B2C marketers. In the following video (run-time: 9 minutes), I walk you through each of the three key steps, support them with brand examples, and illuminate best-practices to guide you through your mobile journey. 

Here's the 9-minute video clip:

In the case you want to view more videos, please go here. For my mobile-marketing guide on The Mobile Revolution & B2B, just go here. 

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I center on "The Mobile Revolution Meets B2B: New Content Marketing Opportunities & Imperatives." Through the speech, I review the real story on The Mobile Revolution and run through 3 tactical and strategic content imperatives for B2Bs.

But with that said, B2C marketers should definitely "listen up!" too, as all these lessons absolutely pertain to you and your audiences as well.

And remember, my B2B Mobile-Marketing guide is here and a 5-minute video on B2B Mobile Marketing success factors is here. Below the video I also feature the slides from the presentation. Enjoy... learn much... go mobile!

Here's the full video:

Want the slideshow from above? Go here to view on slidehare.

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And through this 5-minute video clip, and supporting examples, I hope the lessons are helpful to you in developing your mobile strategies, plans, and programs.

Here's the 5-minute video clip:

I hope these points are helpful to you in your B2B mobile-marketing strategic planning and development. In the case you want to view more videos, please go here. For my mobile-marketing guide on The Mobile Revolution & B2B, just go here. 

And, yes, many more of these types of videos—focused on ideas to ignite the marketing of both B2B and B2C marketing through mobile—are coming VERY soon... so stay tuned!

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Here's an excerpt:

For content marketers, it isn’t the hardware that counts. “The magic in mobile is not the devices, though they are cool and cutting edge,” says B2B Marketing Specialist Christina “CK” Kerley of CKB2B marketing.  “It’s the experiences we create, given the anytime – anywhere media.”

Mobile devices are a lifeline for busy decision makers, CK explains, whether they’re smart phones or tablets.  And while tablets like the iPad give marketers more options and features, “The story is not how we’re changing our technology to mobile, it’s how we’re changing our technology to work in a mobile environment,” CK says. 

“Marketing principles are as strong as ever. They do not change, they are bedrock.  Tools, technologies and practices change,” she says emphatically. “We just need to ensure that the experience we deliver is exemplary.”

I hope you find the advice helpful...the full article is 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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Here's an excerpt:  

"SMS is a very personal channel—a business is literally asking permission to send text alerts to a user's mobile device," said Kerley. "There are really two critical pieces here: Whatever communications a business is promoting via SMS must be of high value (be that value an incentive or a new product), and the business must not overload the SMS channel—otherwise, users will quickly opt-out of all SMS alerts, and they'll never subscribe again."

She added, "In essence it's all about quality, not quantity."

I hope you find the advice helpful...the full article can be downloaded here (PDF). 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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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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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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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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And for all videos, just go here and for my mobile marketing guide go here

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