This is a guest blog by Sophorn Chhay, the marketing guy at Trumpia: Smart Targeting + Automation, based in Anaheim CA: --

To connect to the consumer, you need to format your mobile strategy to offer constant connectivity. Both mobile websites and mobile apps benefit the marketer, establishing communication baselines while enhancing a business’s ROI.

Every brand is different, however, and each must streamline its products and services to consumer service. Your strategy might benefit more from a mobile app, but it might prosper with a mobile website. Check out the advantages and disadvantages of each below:

The Mobile App

A business’s mobile app can enhance the consumer experience while engaging massive audiences. In 2016, mobile apps will be central hubs of mobile advertisement. Already, 64 percent of consumers make purchases immediately after seeing a mobile ad. If you’re drafting an advertisement-heavy mobile campaign, a mobile app should be your first creation.

Mobile apps can be used offline, and they’re incredibly marketable. They’re successful when they offer innovative value, leveraging a mobile device’s functionality. Mobile apps take advantage of location-based technology, too, creating immersive, real-time brand services.

Additionally, mobile apps utilize camera services, audio recognition and scanning technology to serve as a multifunctional “toolbox.” Many brands benefit from the 50 percent of consumers who make a purchase directly after receiving a branded text, QR code or digital coupon. With a mobile app, your brand can superimpose potential purchases, increase brand value and leverage device functionality.

The Mobile Website

While mobile apps serve as a Swiss Army knife, mobile websites offer flexible, sustainable marketing solutions. In many cases, mobile websites are superior marketing tools. Businesses frequently use mobile websites as digital selling tools while providing memorable smartphone-based solutions. In fact, many marketers feel their HTML site provides superior mobile experiences.

Mobile websites aren’t simply “mobile versions” of a branded website. They’re compact, reliable and incredibly navigable. They additionally offer consumers specific benefits not regularly offered on desktop platforms. Calls-to-action, bigger buttons and element spacing reduce website conflicts, shorten load times and enhance the buyer’s overall experience. If your company launches a mobile website, it’ll benefit from brand page views, increased conversion rates and reduced bounce rates. Mobile website audiences can be driven by mass text initiatives, too.

Which is Better?

Really, your business’s initiative should gage its need for a mobile website or mobile app. If your brand’s biggest goals are contingent on public communications and marketing, you should invest in a mobile website. A mobile website should similarly be your strategy’s “base level” of operations. Mobile websites increase accessibility and drive consumer numbers.

The mobile app, however, shouldn’t be forgotten. 20 percent of consumers can be considered “app addicts.” They install over 17 apps per month, driving business opportunities and brand involvement simultaneously. Big numbers deserve big attention, and mobile apps are certainly worth the investment if they’re established and promoted effectively. Unlike a mobile website, a mobile app targets a pre-specified audience. It can also offer unique utility based upon brand needs. Mobile apps carry incredible opportunities for personalization, reporting and processing.

At the end of the day, your company should establish a foundation with a mobile website. Unless your brand is invested in particular services, like food delivery or technology tracking, it’ll drive further development through constant website interaction. As your mobile marketing strategy grows, it’ll benefit from a later-developed mobile app. Don’t attempt to pull consumers in with a highly specific platform. Rather, drive consumer engagement through the marketing funnel.

Your brand will benefit from both a mobile app and a mobile website, but it’ll fail if too much attention is given to either. A mobile website is a superior marketing tool, while a mobile app drives event participation and service cohesion. Utilize both, develop your strategy and benefit from a widely connected consumer audience. for years to come.

What's Next?

What do you think of what I've covered so far? Will you invest in a branded mobile app this year?  I would love to know your thoughts through email.

Author Biography

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