What’s better? Mobile apps or mobile websites?

Get Inspired, Mobile News Jerry Lieveld 29 Aug 2013

What’s best for business and mobile marketing? Mobile websites or mobile apps? The digital marketing company, BarnRaisers, asked 14 marketing experts. Here’s a summary of the results.
First of all: mobile marketing is a must. That´s where all experts agree. 96% of US marketers currently use or are planning to incorporate mobile marketing into their marketing mix. But how? What are the differences between mobile apps and mobile websites?

Traffic through search engines: mobile websites

Is your mobile strategy aiming at an increase of website traffic and new visitors through mobile search? Use a mobile website. Search engines like Google prefer responsive websites and will show them first. Google has seen 400% increase in the number of mobile searches within a year, says Icebreaker Consulting. So, if you’re looking for new clients, set up a mobile website.

Mobile websites are also the way to go for local search. Anyone who’s looking for a restaurant in, let’s say Boston, will most likely take look at google.com on a smartphone. You, could, of course, go to the Google Play Store or Apple App store to check if there is an app with all the restaurants in Boston. If there is, then you would probably use the app and not the mobile website. Why? Because apps are way better in user experience.

User experience, customer loyalty: mobile apps

Apps are faster, more interactive and better in user experience than mobile websites. That is: if they are native apps. Native apps are written in the native code of the platform such as iOS and Android. All AppMachine apps are native for iOS and Android. That makes them faster and more user-friendly than HTML 5 apps and mobile websites. Native apps have a faster loading speeds and they have a far better at navigation than websites. App users can swipe, tap, double tap, tap and swipe, zoom, tilt and hold. That makes any app far more interactive than mobile websites.

Use apps offline. Less roaming costs

Native apps can also be used offline. A data connection is only needed for updates. That means less roaming costs for users. It’s true, however, that publishing an app in the Apple App store can takes a while. Apple will review any app, and normally it takes a week. Apps can be rejected by Apple. AppMachine’s experience is 95 % first time approval though.

Conclusion

If your mobile strategy is aiming at keeping your customers happy, loyal and involved: use mobile apps. We are not saying apps are better for business than mobile websites: we recommend both. Use a mobile website and a mobile app for your business. That’s strategy. And mobile marketing is just too important.

Read the full article at Barnraisers

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