Unfortunately, for most marketers, the answer to this question is either “we don’t have one” or “what do you mean by strategy?”. While there is widespread awareness of Slideshare, my experience is that it is used occasionally and is not considered essential by most companies. This is truly an under-utilized and under-appreciated marketing channel, and one that can deliver a lot for a relatively small investment. Continue reading
The facts about smart mobile device adoption and the growing share of web traffic from these devices are unambiguous: we are seeing a steep upward curve and that trend will continue for the foreseeable future. In some countries the amount of web traffic from mobile devices has even surpassed desktop devices, which could end up being the norm given the growth trends that are being reported.
Yet, even with this trend towards mobile devices, they are a not a perfect fit for B2B marketing. Much of the growth in mobile web traffic is B2C related: social media, video entertainment, games, consumer search (restaurants, shopping, tickets, etc.). I know I’ve struggled with seeing the benefit of the mobile web for marketing of enterprise software (the industry I’ve predominately worked in), but I have come across a couple excellent ways to take advantage of mobile. Continue reading