S.W.O.T. ANALYSIS ON THE USE OF MOBILE APPLICATIONS AS A

MARKETING TOOLFocusing on the Business to Business

Sector

Author: Anne O’ Dwyer

Description

Evaluating the use of Native Mobile Applications as a Marketing Tool for the Business to Business Sector.

By reviewing the strengths, weaknesses, opportunities and threats associated with the main advantages and disadvantages of this method of marketing.

Definitions A Mobile Application, most commonly referred to as an app, is a type

of application software designed to run on a mobile device, such as a smartphone or tablet computer. Mobile applications frequently serve to provide users with similar services to those accessed on PCs. Apps are generally small, individual software units with limited function.

Native and hybrid apps are installed from an app store, whereas web apps are mobile-optimized webpages that look like an app. Both hybrid and web apps render HTML web pages, but hybrid apps use app-embedded browsers to do that.

A Mobile Device is any piece of electronic equipment such as a mobile phone or small computer that you can use in different places.

An Operating System is a set of programs that control the way a computer system works, especially how its memory is used and how different programs work together.

Facts and Statistics

There are over 2.5 million active mobile devices in Ireland

This equates to over 2 billion apps per month

70% of executives under the age of 40 say mobile is their number one form of communication

Facts and Statistics

Mobile web traffic has overtaken desktop web traffic

27% of smartphone users admit to using the phone while on the toilet

1.3 million people in Ireland, alone, wish to stay connected 24/7

Mobile Applications Explained

Operating Systems Market Share

SWOT Analysis of Mobile App Marketing: Summary

Conclusion

Generation Y are becoming more ‘tech-savvy’ and Generation Z have grown up the latest forms for smartphones and mobile devices. As we can see smartphone usage is growing rapidly across the globe with over 1.2 million users in Ireland alone and with currently 1.4 mobile devices to people in the world, it’s clear that consumers always want to be connected.

This is the perfect opportunity for business to engage with their employees and interact on a regular basis, achieving the best level of effectiveness from this marketing tool.

Check out my blog post for more information on how Mobile Apps can be beneficial for companies in the Business to Business Sector.

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