Mobile Apps in B2B
B2B mobile apps offer the opportunity to modernise business-to-business operations with a minimal learning curve.
Mobile Apps in B2B definition, status and critical analysis
The very notion of the market is at the heart of any marketing approach. It is also an opportunity for suppliers to collect real-time data on their customers and partners and, as a result, to improve their business operations.
According to the “Global Mobile Enterprise Business Applications Revenue Forecast 2018-2023” study by Strategy Analytics, the B2B applications market is expected to reach $140 billion by 2023. This business volume projection is supported by the addition, by 2023, of an additional 1.88 billion people who will work “mobile” (“mobile workforce”).
The limitations of B2B mobile apps
There’s no point in designing a B2B mobile application if it doesn’t precisely meet a business need.
To encourage the adoption of B2B mobile apps, it absolutely must fit an operational issue.
With the budgets dedicated to the creation of a B2B mobile application being high, the ROI must be calculated with precision.
Users expect the same level of quality as with a B2C mobile app.
They require fluid navigation, and intuitive access to information or to the main functionalities, they do not support any bug and are very careful about the quality, relevance and frequency of notifications. It is better to refrain from launching a B2B mobile application project if this level of quality cannot be guaranteed.
Furthermore, interactions with the person who downloaded the application are very important. Setting up a “gamification” process can even be very useful in some cases.
In the following video, Mark Firth presents the three applications that he has been using in order to grow his business in B2B. Firth explains the different benefits each of the apps gives him and the correct way to use these tools.
Trends and innovations
According to a 2018 Adobe study titled “The Next Mobile Decade,” at least two-thirds of marketing professionals and IT decision-makers list apps as an extension of their web strategy. While the primary functions of these apps vary, so do their usage scenarios. Customer retention remains paramount in the eyes of both groups, immediately followed by brand awareness.
According to the study, the main areas for improvement in the mobile experience are content marketing, personalisation and customer profile data.
Tools and Methods
In the previous point, we saw that content marketing was one of the fields for improving the mobile experience. The mobile format is important to consider to design “vertical” content, quickly readable. The quality of the message remains a priority in any content creation.
Personalization is also part of the fields for improving the mobile experience.
To achieve this personalization, relevance is key. If you want to reinforce interactions with users and trigger conversions, you need to deliver the right message. As well as to the right person at the right time.
To achieve this, several points must be particularly worked on. Such as integrated notifications on the home screen, the payment process and the user integration process (onboarding).
For more information on the B2B mobile application field
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Michelle est étudiante à Arizona State University et travaille actuellement comme rédactrice junior en marketing de contenu chez Visionarymarketing.com
