Whether or not “going mobile” is yet on the B2B priority list, the mobile revolution is expanding at an unprecedented, almost unbelievable, pace all around B2B organizations.But mobile devices aren’t the story. They’re just the screens.In the mobile revolution, what is most important—yet not widely understood—isn’t that we’re changing our technology, but that this technology is changing us.
The mobile revolution is defined not by a mass conversion in communications devices but the sea change that mobile media is driving across the needs, preferences, expectations, and thresholds of today’s consumer and business audiences.
Thus, these dramatic and permanent shifts spurred by anytime-anywhere media means our consumer andbusiness markets have changed. And as marketers charged with serving those business markets, we B2Bs must also change.