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Mobile Apps – Not Just for Consumers
How B2B Companies are using Apps to Create Engaging Interactive Sales Tools
Agenda
• Why the iPad is an Important Sales & Marketing Tool for B2B Businesses
• Native Apps vs. Web Apps
• Sales Related Mobile App Targets & Best Practices
• Case Studies –
– Culligan Dealer Channel iPad App
– SCA Tissue/Tork – Sales Toolkit
• Q&A
Mobile Internet Growing
Growth in Mobile Devices Will be Huge
Collapse of PC Notebook Sales
iPad is Outselling Every PC
Q1 2012 Shipments
Tablet Marketshare
• 94% of Fortune 500 Companies are Evaluating or Adopting the iPad
• Apple sold 84 million iPads as of June 2012
• iPad dominates the tablet space with 62% marketshare but actually …
iPad owns the Market with 91% of the Tablet Web Traffic
iPad Dominates Corporate Purchases
Surprise! Tablets are More Important to Older Generation
Web Appsvs.
Native Apps
Web Apps vs. Native Apps
Web App
A web application formatted for smartphones and tablets, and accessed through the mobile device’s web browser (i.e. on the iPhone, this is Safari by default) and they don’t need to be downloaded and installed on the device.
Native App
A native mobile app is built specifically for a particular device and its operating system. Unlike a web app that is accessed over the internet, a native app is downloaded from a web store and installed on the device
Web Apps – User Experience Can be Poor
Zuckerberg: This Is 'The Biggest Strategic Mistake We've Ever Made‘
Mark Zuckerberg’s comments regarding the Facebook's mobile app on HTML5, which was slow and clunky.
Google Web App – Very Different Experience vs. Mobile App Version
Apps vs. Browser – Mobile Apps Clear Winner
Apps Provide a More Targeted Experience
Sales Related Mobile App Targets
• Sales Toolkit for Sales Force, Dealers or Channel Partners
• “Digital Leave Behind” used by sales teams and then for Prospects
• Sales Award Tracking
• Sales Conference – Agenda, Presentation Material, Training Tracks, Quizzes, Surveys etc.
• Streamline sales process ie. “Build a Quote”
• Guided Product Selection, configurators, ROI calculators, etc.
Sales Related Apps – Best Practices
• Know your audience – internal ie. sales reps/dealers, clients or both
• Solve a problem! Promotional opportunities will follow
• Utilize push notifications as a way to maintain contact… but don’t over do it
• Update your app with small tweaks quarterly or semi-annually to create brand awareness and engagement
• More advanced - move beyond simple stand alone apps and start thinking about integration with backend systems – inventory, order processing, CRM systems etc.
• Consider family of apps that play together – Dealer/Sales App auto populates content for client App
Case Studies
Sandy Sapp Marketing Manager Culligan International Company
Bob Domenz CEO Avenue Marketing and Communications
Wrap-Up
• Mobile is here to stay and is only going to get bigger and faster than any technology to date
• Mobile is not just about consumers, it’s a daily part of business users lives
• Mobile is becoming a business imperative – make it easy for clients and prospects to find and interact with your organization via mobile devices.
ROI in Mobile
What is the Return on Ignoring Mobile?
Chris Olson
BolderImage
Mobile App Strategist
847 573-9978
847 274-0725 (cell)
