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Content Delivery Plays Catch Up in the Mobile Enterprise

More than 50 percent of businesses have adopted enterprise-wide mobility strategies, according to a recent Illuminas survey commissioned by Cisco that polled enterprise IT decision makers. But as companies work to extract value from mobile disruption, they’ve met with challenges. According to the same report, 46 percent of businesses surveyed cited delivering a consistent experience across devices as their biggest challenge.

Businesses with sophisticated enterprise mobility strategies are starting to move beyond supporting employees through productivity and collaboration applications towards supporting customers by building relationships and enabling sales. As they make this shift, they need to make sure that interactions are consistent and access is available to the right content, in the right place, at the right time.

As businesses engineer their platforms, processes and people for mobility, they need to ensure that content delivery isn’t falling to the wayside. To avoid playing catch-up with content, enterprises need to make sure that it is accessible, contextual and dynamic at all times.

Make it Accessible

Leading businesses have invested in mobile devices to accelerate sales, connect with customers and drive ROI from anywhere, at any time. Likewise, today’s marketing teams excel at creating dynamic and personalized collateral. Yet when employees step outside the walls of the office to interact with customers on the go, they struggle to find the right content from their mobile devices. Unable to find what they need, they revert to outdated content and lose the business value in mobility.

Enterprise content must live in a place where employees are comfortable working. The recent unveiling of Microsoft Office Suite for the iPad exemplifies the demand for content access on every device, regardless of operating system. By making more content more accessible, the iPad will be truly business worthy in a way it wasn’t before. Once business professionals have access to the information they need in their preferred format, they will realize the full benefits of tablet usage — from sales reps winning new customers to executives making more informed decisions on the go.

Deliver Content in Context

Marketers are no strangers to targeted messaging. They’ve combined science and art to craft personalized messages and deliver it to consumers at the ideal moment. Now companies need to apply that skill to other departments. In addition to boosting employee productivity, delivering relevant content at the point of passion will improve relationships with partners, customers and prospects.

Imagine if all the content businesspeople needed was pushed to them at the moment they needed it. The latest projections, real time pipelines and most recent ROI models are customized and available for each and every unique situation. Sales representatives are always searching for current content that is in context with the deals they are working on. Companies should work to create an ecosystem where content is updated in real time and sent to employees based on opportunity stage, industry, product and title. With the most relevant content available at employees’ fingertips, businesses can close more deals and build stronger relationships.

Keep Engagement Serendipitous

In the past, the ability to simply view documents on mobile devices was enough to up the ante for businesses. But in today’s environment, where consumers expect customized experiences across all channels, dynamic content needs to be available on the go.

Businesses must prepare their mobility strategies for the unpredictable. Simply making static documents available from mobile devices is no longer a sufficient mobile strategy. If an executive is meeting with investors, they should be able to change their content on the fly, adapting it to the preferences of their audience. Rather than running additional numbers to deliver an updated report after the meeting, they can save time and resources by updating it in real time.

By making sure accurate content is easily accessible, organizations can move away from delivering static, dead documents and toward delivering dynamic, living documents.

About the Author

Doug Winter is founder and CEO of Seismic, a leading enterprise mobile content management solution. Doug founded Seismic with the goal to build a suite of tools that helps companies market and sell more efficiently and more effectively.

 
 
 
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