Mobile apps and mobile websites both benefit the modern marketer. In previous years, however, experts have debated the impact of selecting one over another. Marketing strategies take time to fully form, and not every business impacts customers through multiple channels.
Since 2014, mobile apps have dominated the industry. That said, they aren’t exactly superior to mobile websites. Whether you’re a sole proprietor, a small business owner or a corporation leader, your strategy can benefit from the many technologies currently available to our market. Right now, 52 percent of smartphone users check their devices hourly. Both a mobile website and a mobile app will experience high visibility by your viewers. You should, however, be knowledgeable about the inherent differences between the mobile app and mobile website. Let’s take a closer look:
The Mobile Website
A mobile website is specifically tailored to touch-screen-enabled users. It takes advantage of tablet and smartphone technology to access web browsers, assist navigation and introduce a company’s total offers. Android’s Chrome and iOS’s Safari are popular mobile website browsers, and users commonly conduct searches on these platforms to access mobile websites.
Why Choose a Mobile Website?
A mobile website is highly accessible to consumers. Really, every brand should have a mobile website. Because consumers are prioritizing mobile access over desktop access, mobile websites have become go-to portals for e-commerce and long-term consumer actions.
A mobile website makes regular websites accessible. They capture a brand’s look, feel, images, pages and content in a handheld dimension. It additionally improves functionality and readability. Providers like Google have reworked the industry’s comprehension of SEO, too, formatting modern standards to mobile website browsing. If your brand is creating an e-commerce experience, or if it’s simply forming into a large-scale operation, it definitely needs a mobile website.
The Mobile App
A mobile app, meanwhile, offers utility through the user’s smartphone or tablet. Mobile apps are quite different from mobile websites due to their installation needs. Often acquired through a device’s app marketplace, apps can be better controlled by marketers entering insular environments.
Mobile apps accommodate for 89 percent of every mobile user’s device time. Practically everyone is using mobile applications, and they’re going to use them more after 2016. Mobile apps give businesses the opportunity to host a “private corner” of their branded experience. Because mobile users need to download a mobile app prior to use, businesses have incredible control over device presence.
Why Choose a Mobile App?
A mobile app offers incomparable brand immersion. Consumers are preferring mobile-centric solutions, and they’re not afraid to engage mobile apps, SMS or mobile email to get them. In fact, solely mobile solutions are incredibly effective. 50 percent of United States consumers buy goods and services immediately after receiving a branded QR code, text or discount. Buyers are sticking to their local devices for brand support.
A mobile app can power a business’s loyalty program. It can also engage users on deeper levels. A restaurant, for example, can increase consumer interaction by creating a food pairings app. Another company can create a mobile payment app to ensure total platform cohesion. Each year, smartphone security increases. Each year, consumers turn to their devices for browsing, purchasing and payment. MMS, too, is changing the mobile app game—and companies are drawing users into their purchased apps via rich multimedia.
Which is Better?
Both the mobile app and mobile website is useful in a business setting. However, a mobile website should always be prioritized by growing businesses and brands engaging e-commerce. The mobile website, in many ways, is a central “hub” for consumer activity. The best part is that your users doesn’t have to download anything extra to access your mobile optimized website. There is plenty of proven marketing strategies to drive raving fans directly to your mobile website and converting them into paying customers.
If your budget allows for it, then an app can be a big add-on to your business presence. But keep in mind there are significantly different strategies to drive interest and downloads for your app. You can do in-app advertisements on similar apps targeting your preferred users. Deep linking is a popular app advertisement strategy that you can execute to boost conversions and ROI.
What do you think of what I’ve covered so far? Will you adopt a mobile website only or app as well? I would love to read your comments below.