I call your attention to the subject article (“Sears explores mobile commerce frontier with new Sears2go site,” “Straightline,” Dec. 8) that caused this b-to-b agency reader some frustrations.
First, nowhere does the article relate what Sears does on a consumer level to business-to-business marketers. BtoB is traditionally concerned with justifying new technologies into the marketing mix on many levels. So, where is the commentary on the new technology's practical implementation as it might relate to your primary reader? We've all heard about “mobile”; what might be in store for a b-to-b marketer choosing to take on this communications avenue? Not answered here.
Then there is the first paragraph that should have been last. It's not until the third paragraph that we actually begin to read about what the topic is about.
Please keep your focus on your b-to-b audience in every article, and realize that it is now even more important than ever before to follow the golden rule of PR: Clearly deliver the most important news first.