There are some significant benefits for a marketer who develops a mobile app and/or mobile website to promote the products and services it offers. However before a marketer can consider which of the two or if both would be the most beneficial, the company must evaluate the advantages and disadvantages of either option. Also, the marketer has to consider internal issues and benefits such as cost, timeframe, target audience, competitive advantage, app functionality, etc. According to a Pew Research Report, 90 % of American adults own a cell phone, 32 % own an e-reader, and 42 % own a tablet computer. These stats indicate how important it is for a business to create and develop a mobile-friendly website and/or mobile application.
Mobile-friendly websites must have optimized, responsive and dynamic designs. Optimized means that the website will reformat content, navigation buttons, and images typically, making them smaller for handheld devices. This provides the consumer with an optimized user experience for their mobile device whenever and wherever. Responsive picks up where optimization left off and is where the website is completely flexible regardless of the device. The website automatically responds and seamlessly reformats itself based on the screen size of the device. Dynamic is similar to responsive in that it will adjust depending on the device, but the content is not the same depending on the device. Dynamic will pick and choose what information is being served to a specific device in order to provide an optimal experience for the user.
When deciding between a mobile website and mobile app, there are some benefits that mobile websites can provide. One it can be accessed by all mobiles users, compatible with various operating systems. Also, it can be easily located through internet searches and most importantly its cost effective and can be executed promptly. Finally mobile websites can be developed to operate and feel like a mobile app.
When it comes to mobile apps, 85 % of mobile users prefer apps over mobile websites, 55% believe they are easier to browse . Apps can be defined by three categories: utility, productivity and immersive. Utility apps are quick-access apps that provide information or tasks that are needed to be performed right away, such as weather, stock summaries, traffic reports and sports updates. Productivity apps are more complex and provide a lot more features. Apps that fall into this category would be social media, calendar and updating apps such as Spotify, Apple Calendar, and Instagram. Immersive apps are designed to create a unique experience and are highly interactive — for example, games. Apps provide a new and exciting opportunity for brands to communicate with consumers, and many marketers can benefit from it. Mobile apps can do things web-sites can’t, like push notifications and offline access. Apps are faster and easier to operate.
Which do you think would be better for markets or would both win?