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B-to-B mobile leaders share their most critical takeaways

Jeffrey Jackson Jessica Zemler Marshall Matheson
Jeffrey Jackson
National Accounts Manager,
Farm Progress Companies
 Jessica Zemler
Editor,
dvm360
 Marshall Matheson
SVP, Online Media,
WTWH Media

June 6, 2012 - On June 21, ABM will host a Webinar on “Three Winning Mobile Strategies for B-to-B,” in which speakers from three very different companies, with very different responsibilities, will share the keys to why their mobile apps have been successes on the business, content and audience develop fronts.

Marshall Matheson, senior vp of online media, WTWH Media, will share his experience as an independent media company launching a mobile strategy, from who needs to be involved to investment to specific tools that facilitated the launch of WTWH’s mobile products. Jeff Jackson, national accounts manager at Farm Progress, will share how function-specific apps have driven downloads over 100,000 while sparking new commitments from marketing partners. Jessica Zemler, editor of dvm360 — which won the 2012 Neal Award for Best Mobile Content — will talk about how to maximize mobile as a content channel.

Here, the three speakers offer a preview of some of the biggest lessons they’ve learned to date with mobile.   

Marshall Matheson, senior vp of online media, WTWH Media:

1. Be very selective in using third parties with regard to app development and digital editions. “One developer for an app was a total failure due to some poor management on our part, but moreso to oversold competency on their part,” says Matheson. “Another native app vendor, who was very good, ultimately dropped us as they grew very fast, and our ongoing development goals did not fit (they changed to focus just on very large projects). We accomplished the launch of the DW app, but now are with another provider, but the process is time consuming.”

2. Continually stay on top of design and technology. “We are constantly optimizing content on mobile devices with primarily off-the-shelf tools.”

3. Be selective in listening to users and advertisers. “They often they do not know how to articulate what they really want, how they would use it and the frequency of use. A great example of this was a customer survey at the time revealed RIM as primary device used by our users / readers, but other market factors, good guesses and looking ahead made us focus on IOS devices (Apple iPhone / iPad) to start.”

Jeff Jackson, national accounts manager, Farm Progress:

“The phrase 'Content is King' is equally as important in the mobile world. The separation from the typical information provided in the publishing world is MORE time sensitive, concise and intuitive. Functionality overrides the demand for fancy and creative, mobile is about fast and simple.”

Jessica Zemler, editor, dvm360:

“The most critical lesson I’ve learned about mobile content delivery is that interactivity is key. Our dvm360 for iPad readers love videos, audio clips, quizzes, and interactive calculators, so we try to offer a variety of these elements in every issue. And we constantly try to push the envelope — we scour other apps for ideas and research ways to implement them using HTML5.”

For more information on the upcoming ABM webinar, ‘Three Winning Mobile Strategies For B-to-B,” including registration, click here.

By Matt Kinsman