SOURCE: Aprimo

Aprimo Integrated Marketing Software

January 31, 2011 13:05 ET

Mobile a Top Imperative for Both B2B and B2C Marketers in 2011

Aprimo Marketing Imperative #7 Says Marketers Must Go Mobile or Go Home

INDIANAPOLIS, IN--(Marketwire - January 31, 2011) - Aprimo® Inc., a global leader in integrated, on-demand marketing software solutions, today released the seventh imperative in its "The Imperatives of the Marketing Revolution" series: Be Mobile. Be Everywhere. Be Relevant. The white paper argues that 2011 will -- and must -- be the tipping point year for both B2B and B2C marketers to systematically incorporate mobile into the marketing mix.

"Marketers are finally starting to understand that mobile marketing isn't simply about porting digital content to the third screen, it's a revolution that requires next-generation strategies, tactics and analytics," said Lisa Arthur, CMO of Aprimo. "What's more, mobile isn't only about smartphones; consumers are interacting with content in their cars, on iPads and even on portable game consoles. This isn't just one new channel, it's an explosion of devices and content that will hit unprepared marketers like a brick wall in 2011."

Be Mobile. Be Everywhere. Be Relevant.

  • Leading marketers are rapidly adding mobile to their marketing mix. Pizza Hut lets diners order via mobile devices and now expects more than half of its phone orders to arrive via app and/or text. Others, such as retail giant Target, are sending coupons to customer's phones to give new meaning to "point of sale."
  • Barcode technology is maturing and it's not confined to B2C alone. 2D barcodes, also called "quick response" (QR) codes or "mobile tags," provide a wealth of information on the spot to create a deeper online/offline engagement with prospects. B2B marketers are already using QR codes on business cards, sales brochures, trade show displays and other promotional items and collateral. The content can direct to basic information or rich media that tells an even more compelling story.
  • Mobile isn't for outbound marketing alone. Mobile interfaces and apps can free employees from their desks, creating the ultimate office on the go. Today, a CMO or marketing programs manager can access creative content, look up prospect profiles, check marketing budgets and review real-time campaign performance metrics from a tradeshow floor, cab or ski slope. That's transformative and liberating.

For more on the mobile sea change in marketing, download "Imperative Seven: Be Mobile. Be Everywhere. Be Relevant" at

Follow Lisa Arthur on Twitter: @lisaarthur, or Aprimo: @aprimo

About Aprimo
Aprimo is a leading global provider of marketing software and services that enhance the productivity and performance of marketing organizations. The company's integrated marketing software, Aprimo Marketing Studio® for B2C and Aprimo Marketing Studio® for B2B, enables marketers to navigate the changing role of marketing, by taking control of budget and spends, eliminating internal silos with streamlined workflows, and executing innovative multi-channel campaigns to drive measurable return on investment. Founded in 1998, Aprimo is headquartered in Indianapolis with offices worldwide. For more information call +1.317.803.4300 or visit

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