©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Christina “CK” Kerley is a writer, speaker and adjunct college professor at Rutgers University who specializes in guiding b2b companies on using emerging media for marketing purposes. In her B2B Mobile-Marketing Guide, she makes a case for aggressively pursuing mobile platforms as a way to reach business customers. In this interview with BtoB columnist Paul Gillin, she summarizes several recommendations.
Social Media Marketer: Mobile marketing has generally been considered the domain of the b-to-c sector, which relies upon discounts, free trials and events to draw customers. Why should b2b marketers pay attention?
Christina Kerley: There are 5 billion mobile subscriptions worldwide, 72% of the U.S. workforce uses mobile devices and more than 70% of under-40 executives consider their mobile devices to be their primary communications tools. Also, when was the last time you saw a business professional without a mobile device or attended a meeting in which people weren’t constantly checking them? Mobile devices are actually the media most used by business executives.