What are the differences between responsive mobile websites and mobile apps? Why would you select one over the other for your business?
Two of the most effective tools in online marketing over the last few years have been the mobile website and the mobile app. However, most businesses that do not have the budget to have both must choose one or the other because of financial constraints. The question then becomes: Which outreach vehicle is the best way to facilitate an online marketing campaign?
The answer is not a set yes or no; rather, it must be determined by the kind of marketing that you need to do based on the audience that you have targeted and are trying to attract. Below are some of the ways that you can know to choose one
over the other.
One – What kind of an audience is your target market?
Overall, mobile websites are much more relevant to the business community in the industries that have to do with manufacturing, retail, complex business operations, management, administration, etc. Any topic within an industry that deserves a more serious and thorough treatment should have a mobile website so that it can be talked about in a complete way.
On the other hand, mobile apps are more useful for younger demographics and businesses in industries such as entertainment, retail, apparel, etc. If your business is a personality driven business rather than a product driven business, you may do a lot better with a mobile app than you would with a mobile website.
Mobile websites and mobile apps interact with the audience in two completely different ways. Mobile websites, although they can be made quite interactive, are inherently much less interactive than mobile applications are. Although you can get a lot more information about your company and your service on a mobile website then you can on a mobile app, the experience is much more passive for the potential consumer.
Mobile apps are by nature more interactive. Many mobile apps attempt to solve a problem in real time for a potential customer, and thus require the complete attention of that customer in some sort of active display. This means that mobile apps are better for consumers who appreciate direct interactivity and have an active need for a problem-solving application in real time.
Three – What is the conversion action that you wish to take place?
For most businesses, the conversion action that they want will be a sale. However, this is not the case for all businesses. Conversion actions can be as varied as opting into an e-mail list all the way to signing up for a company newsletter. Whatever the conversion action is, you should identify it well before you try to decide between a mobile website and a mobile application.
Because of the more passive nature of the mobile website, conversion actions that are successful will more than likely be more passive as well. It is much more difficult to get a potential customer to spend money through a mobile website that is through a mobile app. Many mobile apps actually require monetary exchange as a part of their operation.
Basically, if you want your conversion action to be a sale, mobile apps is the way to go. If your conversion action is anything other than a sale, you might do better with a mobile website.