Mobile Strategy: Web Vs. App
Let’s take a look at the idea of mobile strategy. With how quickly digital has shifted in the past few years, the concept of mobile is no longer discretionary, it has become mandatory. While mobile was once a supporting line-item for desktop web, 2014 saw mobile and desktop use intersect, with mobile on a meteoric trajectory in 2015, while desktop will remain at status-quo. What does this look like? Mobile apps and mobile web account for 60% of digital media, with desktop falling to 40%. It is critical, now more than ever, that you develop a purpose-driven mobile strategy that positions your product ahead of competition, can be accessible from any mobile device, anytime, anywhere, and takes advantage of the latest in technology to create hyper-specific moments of engagement.
With so much buzzing around the importance of mobile strategy, how do you know which approach is right for you?
Mobile Web: Similar to your standard website, but optimized for handheld devices and touch-screen interfaces. Why go this route? Mass appeal. Chances are more people will search for your product via the web than download a native app. If you goal is to share as much information as possible, educate your consumers on your offering, or are retail focused, this could be the route for you.
Mobile App: A native build designed specially for your service or offering that is downloaded from an app store. Content is accessed exclusively within the application and can often be used without an internet connection. Why go this route? If you are developing a game, have complicated reporting, want your brand to function offline, or want to create heavy personalization within use, this could be the route for you.
Your audience, your business goals, and intended usability all factor in to which track is right for you.