As a small business owner, you’ve probably wondered whether to focus on making your website mobile friendly or utilizing the skills of a talented app developer. Both offer mobile marketing strategy advantages in light of industry, budget, and target audience, yet considering the amount of conflicting advice floating around, deciding which one to go with is often challenging.
In 2013 a Compuware survey found that 85 percent of consumers enjoy apps over mobile websites. However, this hardly means one is better than the other, or that there isn’t just as huge a market for mobile sites. It’s like saying a percentage of people prefer the beach to the mountains—there’s still plenty of reasons to market mountain-based attractions.
The decision to go with apps over a mobile website or vice versa depends on your mobile marketing strategy and related tactics.
A mobile-optimized website is essentially a responsive design that recognizes when a visitor is using a mobile device and then converts the site to a version that’s easy to read via mobile. Therefore, you don’t necessarily need to produce different or additional content for a mobile site, as you would have to for an app. This makes mobile marketing management a much more streamlined process, and allows you to focus on other aspects of your business, rather than concerning yourself with content all the time.
Mobile websites arguably drive more traffic than apps, so consider your ultimate goals behind site use: are you looking to improve consumer loyalty, or increase revenue by expanding your customer base? A cross-channel site may be your best option depending on what you wish to accomplish.
The main advantage of having an app for your business is that it lets you make excellent use of a tablet or smartphone’s hardware and native functionalities. Cameras, GPS, speedometers, gyroscopes, and other useful pieces of technology found on the vast majority of modern devices are easily worked into your app’s operation.
Another advantage of apps is that they rarely require an internet connection to run. Most apps store data locally on a phone or tablet’s hard drive, so users may enjoy them even if no internet connection is available. For example, some news apps download and store content through a Wi-Fi connection so users may read about current events until the app is able to sync with another connection.
App infrastructure and development tools are more sophisticated and user friendly than ever thanks to demand for app developers, with major operating systems offering a serious selection of frameworks for developers to work with. Most frameworks are free.
Again, which one you decide to go with depends on what your ultimate marketing goals are, how big your budget is, and more factors. If you have the means and the employees to handle a mobile-friendly site and an app, why not try both and see if one offers more benefits to your company than the other. You also might find that your team is efficient enough to provide content to each channel, thus increasing brand awareness and reach. Whatever you decide, remember that it’s a very good idea to offer at least one of the two options to your target audience.