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Should You Invest In A Mobile App Or A Mobile Optimized Website?

If you intend to hit off big business with customers, you’ll need to engage them on mobile. Mobile apps and mobile optimized websites are both viable engagement platforms, but they’re entirely different from one another. While, at first glance, both might look the same, both carry different toolsets, dynamics and benefits.


First and foremost, you should determine your primary engagement platform from your budget’s needs. Consider your target audience, purpose and needed features. Check out this article, first, to figure out your core mobile marketing sales strategy. Then, align your end-game goals with the following sides of mobile website and mobile app marketing. Determine which works better for your brand’s overall strategy.


The Mobile Optimized Website Versus the Mobile App


Both a mobile website and a mobile app engage customers via smartphone access. Whether you’re encountering Android, Blackberry or iPhone users, you’ll be able to increase retention, boost e-commerce participation and buffer your sales funnel with a smartphone-centric strategy. Regardless of your initial choice, you should channel consumer attendance with an SMS strategy. SMS marketing is expected to contribute to 40 percent of marketing revenue growth by 2017. More importantly, it fuels both mobile app and mobile website populations.


The Mobile Website


The modern mobile website it powered by HTML pages linked across the Internet. They’re incredibly useful for portraying quick brand messages, calls-to-action, e-commerce portals, images, data, text content and video. Really, a mobile website is a one-size-fits-all vehicle for customer interaction.

Benefits of a Mobile Website


Mobile websites can offer location-based mapping services, click-to-call options and even in-store digital demos. Any company running an e-commerce platform needs a mobile website. If you’re operating solely online, or if your brick-and-mortar establishment deserves comprehensive information through mobile, you should adopt a mobile website strategy immediately. 80 percent of consumers check their phones immediately upon waking, and they’re using them to browse goods, find store hours and take part in the sales funnel.


The Mobile App strategy


The mobile app, while not as far-reaching as the mobile website, succeeds in targeting segmented consumer populations. Brands hosting a mobile app can section off their own, private corner of the mobile world. Mobile apps can be attached to SMS strategies, too, pulling customers across multiple mobile channels. Retail outlets, travel agencies and restaurants are well-known mobile app endorsers. The mobile app, in essence, is a brand extension. It increases company value while assisting the purchasing process.


Benefits of a Mobile App


Your consumers don’t need to engage a web browser to use an app. They won’t be steered away from your brand’s engagement strategy. Mobile apps offer incredible personalization, and they’re commonly used as purchasing tools by consumers. If your brand operates within a niche industry, or if it’d benefit from higher consumer power, it should invest in a mobile app first.


Mobile apps are also incredibly powerful calculation tools. Modern mobile marketing is powered by data measurement, and a mobile app can jumpstart your SMS, MMS, social media and email game. Quick processing and native functionality are the perfectcombination for data retrieval, and a mobile app should be preferred by any brand offering location-centric deals and services.


The Verdict:


Regardless of your initial investment decision, you should, eventually, conduct business operations on both a mobile app and a mobile website. Remember: Think locally. 97 percent of buyers research nearby products and services. They’re relying on mobile Internet to do so, and they’re engaging in-app options capable of hosting location-specific options. If you’re just starting a business, begin by investing in a mobile website. Then, extend yourself into the mobile app world. If, however, you’re operating in a niche environment—invest in a mobile app. Either way you go, you need to promote your brand by reaching out to influencers in your niche that has the power to share your message with their audience.


What’s Next?


What do you think of what I’ve covered so far? Will you adopt mobile as your tool for marketing?  I would love to read your comments below.


Author Biography: Sophorn Chhay


Sophorn is the marketing guy at  Trumpia, the most complete SMS software with mass text messaging, smart targeting and automation.

Follow Sophorn on Twitter(@Trumpia), LinkedIn, Facebook and Google+



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