imMagazine

Mobile Applications Cont.
We have been keeping a close eye on the incredible growth in the use of mobile
devices, and also on how small businesses are adapting to this unprecedented trend.
For small businesses who are looking to get into mobile marketing, there are more
options than ever before.
Businesses are looking more and more at creating a stand-alone mobile presence to
reach new customers and engage with existing customers. In some cases, a mobile
website is the right choice, while in others it could mean developing a mobile app.
How do you decide what’s best for your business? A blog post on Mashable includes an
infographic from advertising agency MDG which offers some helpful advice and
insights.
The first and most important thing to bear in mind is that there is no single answer as
to which of the two options is better – and for some businesses, a combination of both
may be the best strategy. As the post outlines, it depends on your objectives and what
the customer interaction consists of: studies reveal that when “shopping, searching
and entertainment” are involved – in other words, when customers are looking to
make a purchase or gather information – they prefer a mobile website. On the other
hand, “they prefer mobile apps for managing data, navigation and connecting with
others”.
The blog post and infographic offer a helpful primer for anyone who is new to mobile
websites and mobile apps, as well as a handy run-down of key considerations when
choosing between the two.
As with any platform or tactic, the guiding principles to keep in mind with mobile are
to start with our objectives, plan how we’ll add value to the customer or prospect, and
test and measure the results to see what works best.
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