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B2B Marketing

At Their Fingertips: Mobile Apps Engage Clients

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Published 10/25/2012


Author: Marguerite McNeal

​Marguerite McNeal is a staff writer for the AMA’s Magazines and e-Newsletters.

Summary

​​

Imagine typical business professionals, balancing e-mails, meetings and presentations throughout the workday. Chances are they’re using smartphone apps to complete tasks and communicate with clients. How can B2B marketers take advantage of this increasingly mobile-savvy, always-connected audience?


“Successful app development rests largely on giving your target audience a tool that helps them accomplish something,” says Alex Sbardella, head of mobile at Red Ant, a London-based digital strategy agency. “For B2B, apps are more likely to be aimed at a very specific audience with a very specific task in mind.”

Worldwide mobile app store downloads will surpass 45.6 billion in 2012, Gartner reported earlier this fall.

©2012 B2B Marketing /American Marketing Association

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