Mobile Websites vs. Mobile Apps

A quick look at the roles mobile websites & apps play in your mobile strategy.

● A study performed by Mashable in July 2012 found that 70% of

marketers planned to increase their budgets for mobile in 2013.

○ Organizations are now adapting to the "instant gratification" demands of their audience.

○ Marketers must provide the right content, at the right time, and "the right time" has turned into real time.

Mobile Marketing

● Many organizations assume that mobile is too difficult to master

early in their research process.

○ There is an abundance of information available that may complicate the initial mobile marketing strategy, detailing

hybrid apps, native apps, responsive design, HTML5 and web

apps.

○ Complications continue when app store approvals, implementation details, content strategy, development costs

and usage patterns are researched.

Don't Get Caught Up In Technology

● Mobile has nuances, but at the end of the day it is just another

tactical marketing channel.

● A mobile website or an app are two of the main ways to get your

information to your audience in the mobile channel.

● Ask the following questions when developing your mobile

strategy:

○ Who is the audience for this campaign?

○ Why do they want the information we're delivering?

○ What stage are these people at in the buying cycle?

○ What will the information help them accomplish?

Mobile Marketing Isn't Scary

How to Decide Between a Mobile Website or an App

in 30 Seconds or Less

● When you're looking at the mobile channel, figure out who your

audience is, and why they need the information you're sharing.

This will indicate your best delivery method.

○ If your information is something your audience will constantly need, an app

will be a good investment.

○ If your information has what is considered a

"one-time use", develop a mobile website.

First Who, Then What, Then How

● Mobile marketing is a task-based medium.

● People are quickly trying to find a piece of information while

they're on the go, so you'll need to understand how often they

want to access the information and how they'll go about finding it.

○ Mobile websites are perfect for quick, one-time reference information.

■ Ex: Restaurant Menus.

○ Apps are perfect for accessing information quickly, but on an ongoing basis.

■ Ex: Social Media/Networking sites that encourage repeat visits to their

communities, or when used as a valuable resource such as a contact

list, scheduler or newsfeed.

Frequency of Access is Key

● Audiences are now expecting real-time content which can be

accessed on-the-go.

● Budgets for mobile are increasing, as organizations either make

mobile a key part of their marketing mix, or adopt a "mobile first"

mindset.

● Mobile apps and mobile websites serve two different purposes:

○ Mobile websites are for quick, one-time, reference information.

○ Mobile apps are for accessing content on an ongoing, long-term basis.

Summary

Keep In Touch

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& measure mobile apps. No code required.

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+1 (647) 477 - 5750 | Toronto, ON

@panvistamobile

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on mobile marketing and mobile strategy.