Mobile App vs. Mobile website - which is Appropriate for your Business?
In view of the proliferation of mobile phone and device usage in this internet age, any enterprising business owner has to give serious consideration to having a mobile online presence for their business. According to the predominant search engine think tank, more than 50% of the American population have adopted the use of smartphones, and just slightly less than half of those users have actually taken action over their smartphones for purchases.
However, whether that enterprise mobililty stance is best achieved in the form of a mobile website or mobile app very much depends on the practicality of the marketing tool required by your business’ objectives.
Mobile apps are software applications developed for specific mobile devices, whether it be for Apple’s iPhone or Android phones, or as is more prevalent these days, for use on both. Mobile apps are most appropriate in situations where the functionality of the smart device in question is put into use, such as the inbuilt camera for purposes of taking photos or scanning.
A good example to cite in this instance is the Ikea Catalog app which allows users to snap photos of the areas of their homes where they would like to place the Ikea item they have in mind, and place those items virtually on their photos to get a better visual idea of the fit in their living spaces before making the final decision for their purchases.
The Amazon Price Check app is another mobile app that optimises the functionality of the mobile device by allowing the user to scan the prices of items of interest in competitors’ stores in order to make an instant comparison before ultimately deciding where to make the purchase from.
For most businesses however, all that is required as an effective online marketing tool is a well-developed and informative website that is appealing and that can fully engage the target audience. Where the functional aspects of the smart gadgets are not called into play, the business owners would not need to invest significant amounts of money and time developing mobile apps to draw the attention of the targeted market segment for their business.
In order to remain fully engaging and interactive for users who are constantly on the move these days, internet savvy business owners are developing websites that are able to automatically respond and adapt in scale to any size of gadget the user is utilising, whether it is a wide screen computer screen or a lightweight mini tablet.
A responsive website is certainly more applicable these days as versus the traditional website variations specifically created for mobile devices, as the former achieves better results with SEO (search engine optimisation). Not only will the responsive website enjoy higher priority in terms of ranking which increases viewership and brand awareness amongst competitors; this ultimately translates to better sales for the company as the mobile and responsive nature of the website draws an immediate response and action from the potential consumer to make a purchase / transaction.
However, despite all the hype surrounding mobile apps and responsive websites, a prudent business owner must weigh the pros and cons of all the online marketing tools available before adopting the appropriate one that will put his company firmly on the road to success.
Last modified on 09 March 2016