No one seems to understand this concept better than business owners that from time to time the business needs a makeover. It does need new user base. The product and services might remain same, but a new customer community and an extended outreach could change the entire scenario and can give a much-awaited push to the business.
Moreover, to level up in this era of high competition, businesses need to have their faces put up everywhere including online platform. Importantly, we all know how apps and websites have revolutionized the way everyday business is conducted. Today, let’s take a stroll in a bit depth about the nitty-gritty of doing business online. But before that, let’s find out in brief about the difference between an app and a mobile website.
Although both are used on the same media platform i.e., smartphones and tablets, if one were to keenly observe then there are many different aspects of having a mobile application (apps) and mobile websites (web apps). The mobile website is just like regular websites but are built and optimized for the mobile view (smaller screen size) and can be accessed through an internet browser. This means that no download is required. On the contrary, a mobile app has to be downloaded from an app store or google play. The application and its code with all its entirety are saved on the device and can be regularly accessed whenever required.
There are many deciding factors to determine which is most suitable for your needs such as target audiences, available budget, purpose and features, limited time window event or promotion and many more.
Let’s start seeing the ups and downs of mobile website and mobile apps.
Though mobile apps have dominated the mobile marketing strategies, the fact is that they came much later than websites and hence, users are confident to find much more important and detailed information on websites. One can easily browse website than to have the app downloaded and then use it. Because of this, users are less able to trust an app as compare to a website. A website is able to generate more traffic because of the more transparency between the developer-user aspect ratio.
2) Marketing Success
The key point to focus upon is the sturdiness of the OS. The Internet browser is an operating system but for the common internet user, it’s just like any other app icon lying on the device. With time browsing experience has changed a lot and instead of typing, the interconnectivity of links opens in new pages and tabs allows you to land on the desired page address. If in your marketing campaign, you saw an increased number of website visits could also and most probably means that it is because of the people who are jumping from tab to tab and hardly making any purchase or buying subscriptions.
However, an app could benefit in generating sincere marketing success. If a user has downloaded your app, he or she has shown prominent interest in your product or service and intends to make a purchase right away or in near future. This data can really help to analyse and collect the number of people who actually are interested and wants to connect with your company because of the recent marketing outlook.
3) Time & Cost
Time isn’t that an intrinsic factor as far as the development model is considered. With latest tools and technology, one can easily build the desired website with CMS at a minimum monthly/annual price. Also, building an app might be cost-effective if you are outsourcing it with the best suitable pricing model. However, if your business strategies involve you in having a wider reach than you should consider developing an app which is compatible with all the platforms which in turn will cost you a little more depending upon the app specifications.
4) Marketing Approach
You are bounded by certain limitations when it comes to marketing approach via a website. Primarily, a user has to visit your website in order to know about products, services, updates, offers, etc. Mostly you could put up ads or send them promotional emails appealing them to visit a website. Hence, in a way, it’s a passive marketing approach. On the contrary, a lot more can be done and achieve via pop-up messages, notifications at regular intervals, self-launching and display offer especially when there is a sale on a high-end product or a product in demand. Your app can be an active marketing approach if introduced efficiently.
5) Customer Discovery vs Retention
Mobile websites are easier for users to find because of the search results and engine optimization listed in industry-specific directories and hence can easily also land new customers. The respective links and information can also be shared across social media and on relevant forums. One can expect from a customer to land on the website page while searching for his/her desired product or services rather than thinking that they might first download the app and then make the purchase. On the contrary, apps are great to retain customers as on websites you never know if the customer is going to visit again or not but the app which has already been downloaded on the user’s device can play marvel. Apps can send you customized analytics of each customer so that you can offer them better service and products based on their history.
6) Customer Spending
Usually, the mainstream website has recorded an average spending of $1 for every 42 cents spent on apps. However, this scenario is slightly improved with the arrival of mobile websites. However, it has not brought significant changes and still, studies show that people prefer using mobile apps if they are making a purchase from smartphones. Hence, some users might spend more on mobile websites as they are unaware of discount offers on the apps.
The above-listed differences are just to provide you with the thorough knowledge and guidance of how mobile app and mobile website marketing strategy works and the prime difference between them. They both compliment each other and hence, we recommend that you do proper research on what kind of audience and market you want to target and simultaneously your business needs that will benefit you most.