I read an interesting article in BtoB Magazine — suggesting this might be the year mobile marketing for business-to-business really takes off. Of course, finding the right application for B2B versus B2C is key, which may be why it’s been slower to catch on.

We’ve been talking with clients about utilizing mobile marketing in a variety of ways. For example, at trade shows and events, to drive booth traffic and announce special promotions — but also to track booth traffic and product interest — particularly at shows where attendees seem apprehensive to ask for more information or provide their contact information to booth personnel. There may be something to this type of application, especially in an era where individuals are more hesitant to provide you with a name or business card than to send a text-request from their cell phones.

We’ve also seen some potential with 2D barcode applications, which enable buyers/shoppers to scan a barcode embedded in the packaging or product to receive more information, promotion, coupons, etc. (Learn more about mobile marketing and 2D barcode applications at GoMo News.) The Sports Illustrated Swimsuit Issue (albeit a B2C application) recently used a company called Jagtag for mobile marketing, featuring an icon that could be photographed using a cell phone and texted or e-mailed to receive additional information and photos. I’m not sure how it worked out for them, but it created quite a buzz.

BtoB Magazine could be right — this might be the year for B2B mobile marketing. But it will depend on two things:

• The ability to quickly glean some sort of return on investment, whether a sales lead, a bump in awareness or interest, or another type of “conversion.”
• Audience acceptance. People quickly became skittish about providing their e-mail address to marketers… It’ll be interesting to see whether certain audiences have the same hesitation in using their cell phones, for fear of being bombarded with promotion.

If the ROI can be readily measured, and B2B audiences are open to mobile marketing the way general consumers are, the time is definitely right: Technologies in mobile marketing are clearly advancing — they’re becoming more fun to use and less and less threatening at the same time. And they could be a powerful way to connect with B2B buyers constantly on the move.

Just when I’ve put everything away — the red pens, confetti, and grammartinis — it’s time to get it all out again! I can’t believe it’s March 4 already: National Grammar Day.

Established by the Society for the Promotion of Good Grammar, the holiday gives word nerds everywhere a day to be out loud and proud about our passion. My personal hero is hosting the holiday this year: Mignon Fogarty, of Grammar Girl fame. Visit her National Grammar Day site for a list of fun ways to commemorate the day.

So, hug your favorite English teacher — or, ahem, your favorite marketing agency editrix — and celebrate the joys of effective communication!

Advertising dollars fund editorial staffing and production costs for print media properties.

Advertising rates are based on circulation and readership.

Media circulation and readership has declined because media properties have made news and information available for free.

Advertisers are retreating from traditional print because of circulation decline.

Media properties now have to rely on their digital properties to replace lost ad revenue.

Advertisers are not simply reallocating print advertising budgets into the digital advertising space with those same media properties.

Reduced ad revenue forces media companies to cut staff which makes journalistic integrity vulnerable.

That impacts all of us as consumers of information.

The Wall Street Journal has had paid-for online subscription for years, with the New York Times working on a paid digital model to be revealed in the near future. One would assume others will follow.

So this brings us to a crossroads of sorts with both trade and consumer media. A few basic questions to consider are:

• Will it be possible for media outlets to “turn back the clock” and charge for online content successfully?
• For the advertiser, what is the value of an online subscriber versus the traditional print subscriber?
• Does the flexibility and customization of digital content allow media companies even more advertising revenue potential than they have had in the past?
• Are YOU willing to pay for news content online?

If your answer to the last question is “no,” you may want to think about the repercussions. Without money to pay people for objective news and information, we are putting critical, relevant platforms for our marketing communications at risk. One could go so far as to suggest the First Amendment (freedom of the press) would be taken to a new level with the public relying on unsubstantiated “experts” providing biased information. Personally, I hope traditional media gets this figured out in a hurry so we aren’t relying on “hobby journalists” for our information.

I’ve always believed that you get what you pay for, so I’m willing to pay a few bucks a month to maintain a certain level of intelligence and sanity.