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Mobile apps: What they mean for the future of B2B
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16 January 2012
Gemma Huckle
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Anyone with their finger on the pulse of technology will not have failed to notice the explosion in the growth of mobile apps in recent years. But how does this translate in the world of B2B?

Well, according to email and social media provider StrongMail it’s clear that B2B is planning on capitalising on this emerging platform. A recent survey by the company found 24 per cent of B2B marketing companies plan to invest more money on building apps this year. And it makes sense for those in the B2B sector to sit up and take note of the fact that business users are increasingly using mobile and tablet devices to consume content from app stores.

Apps for mobile present a new means for B2B brands to deliver their core message to their target audience to enhance marketing communication, information management, customer service and engagement.

Our new Mobile Apps Business Case will give you a background on apps for mobile. It will also tell you how to utilise and implement mobile into your wider marketing strategy.

Download the Mobile Apps Business Case now.

Research & Reports coming up:
Later this month – Social Media Monitoring: Technology Evaluation Guide.

Next month keep your eyes peeled for the Twitter: Best Practice Guide and our Email Marketing: Circle Research logoBenchmarking Report, produced in association with our research partner, Circle Research.

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4 comments

Great article and so true. We

Posted by Markus Rach on 16 January 2012
Great article and so true. We are sort of experimenting with mobile apps - yet audience reach is not yet a given for us. Some competitors have come up with games which flopped tremendously (if you want a game - there is Angry birds and co waiting around the corner). Apps with a business use are hard to define and consume heaps of resources - yet, that doesn't exclude them from future use with the continuous increase in mobile communication. I would certainly love to work on it.

Hi Markus, It's important

Posted by anonymous on 17 January 2012
Hi Markus, It's important that brands ask important questions such as 'will it fulfil a business task or objective for the specified audience?' before ploughing ahead and creating one. Apps should be designed to enable communication, information management, customer service and live engagement.

agreed - I just wish I had a

Posted by Markus Rach on 17 January 2012
agreed - I just wish I had a real business task for it - but in the case of the organization I work for, there is currently just no room for mobile apps.. however will pump out some top notch augmented reality product presentation which will hit spot for both employees and customers. Still - a very cool subject and if you look at current mobile advertising and app markets - growth rates are just nuts. Nice summary here (http://www.b2bmarketinginsider.com/mobile/2-recent-reports-show-mobile-a...)

The proposition for B2B apps

Posted by Nick Masters on 10 February 2012
The proposition for B2B apps is still bizarrely underplayed. Once you have your app embedded on a phone, you have a direct line to your clients, through which you can build both brand and proposition. Its such a strong concept yet astonishingly under used by most organisations.

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