Technology and engineering company Emerson's latest update for its ongoing ?It?s Never Been Done Before? marketing campaign includes a much bigger commitment to mobile as the company looks to reach C-level executives who are increasingly attached to their smartphones.

The campaign highlights the company?s innovation and engineering expertise in projects around the world. The recent update includes a bigger in-app advertising buy, more mobile video content and a newly optimized mobile site that has been translated into nine languages.

?Overall, we are shifting resources from traditional media into digital in a number of forms, with mobile being one of the most important ones,? said Kathy Button Bell, chief marketing officer at Emerson, St. Louis, MO.

?Increasingly, this group of people is very much participating in mobile, their smartphones are always on and in their hands,? she said. ?We sort of have no choice.

?That is what they are using and how they are consuming media. Mobile is how you can get quickly and directly to your customers.?

Longer engagements
The goal of the integrated campaign is to reach the top 200 executives at the 1,000 largest companies globally.

To help it accomplish its goal, Emerson is increasingly using video both in its desktop and its mobile executions. This includes creating more in-depth video for consumption via mobile.

?Whether at a desktop or on a tablet or phone, people engage with you longer, harder and deeper if you use video content,? Ms. Button Bell said. ?It is a much easier way to tell a complicated story.?

To drive consumption of its mobile media, the company has also increased its use of in-app advertising with media brands such as CNNInternational.com, BBC.com, Forbes.com and others. The in-app ads link to the mobile site where users can find out more about the customer story featured in the ad.

In-app ads also appear in the Wall Street Journal tablet app and link to the desktop site.

Ms. Button Bell reports that as a result of its bigger commitment to mobile, the company has tripled engagement on its Web site.

?Emerson has really embraced a post-PC approach to digital with this campaign,? said New York City-based Chia Chen, senior vice president of the mobile practice for Digitas, which worked with Emerson on the digital components of this effort.

?The campaign experience unfolds seamlessly across multiple screens, integrates mobile paid media and uses an app to deliver rich and longer form content in the format that mobile users prefer,? he said.

?Mobile is not an add-on  ?  it is a core element of an integrated digital campaign.?

Quality leads
Additionally, Emerson is using QR codes in both print ads and out-of-home ads appearing in airports around the world, with the QR codes providing immediate access to more in-depth information about the customer story featured in a particular ad.

This is Emerson?s second official round of actively trying to use mobile to help it reach top level executives at companies around the world.

?Mobile is an inexpensive approach to get to people,? Ms. Button Bell said. ?It is the quality of the people you reach that makes a huge difference in the kind of selling we do and that group is certainly on mobile.?

?Mobile puts velocity in your message because you reach more people faster,? she said.