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Mobile Web vs Mobile App? It Depends on Your Brand’s Strategy

mobile website vs mobile appRe-thinking your web strategy, and don’t even know where to begin when it comes to mobile apps?  According to Econsultancy, 54 percent of 509 client-side marketers reported IT and web development teams are major bottlenecks to their overall marketing strategy.  The bottom line is that you shouldn’t consider mobile an afterthought if your digital strategy is a priority in your hospital or organization – but it doesn’t have to be difficult.  Here’s what to keep in mind when thinking about the mobile web vs mobile app conversation:

Pros of a Mobile Website

  • You focus on conversions – If conversions are a major focus in your industry, mobile websites are key.  For e-commerce transactions for example, 7 in 10 customers prefer using a mobile website vs. downloading a mobile app to complete a transaction.  Many vendors already provide out-of-the-box mobile optimization, so ensuring a site is mobile friendly is no longer an issue. 
  • You want to capture search engine traffic. Having trouble getting discovered? Optimizing your site for mobile is key.  Due to changes to Google’s search algorithms in April of 2015, mobile friendly sites rank higher in search results.

Potential Drawbacks:

Mobile sites can be like a brochure, detailing products or services offered, containing information that paints a picture of your brand’s vision –  There’s only so much you can do to promote loyalty.  For “pushing” information to customers, and making an experience interactive, mobile apps offer a distinct advantage.

Why Consider Creating Mobile Apps?

  • If user engagement and retention are critical  If you are looking to engage with users on a regular basis, push notifications are one of the main benefits to creating a native mobile app.
  • You want a good user experience, anytime, anywhere – As a part of the “secret sauce” that makes your app unique, certain features not available over the web alone and can be easily accessed with or without an internet connection as an application.   One example is the ability to create a unique mobile experience by utilizing a user’s camera, microphone, or gestures within an app.
  • You want to create new mobile app use cases – To reach your target audience, a great strategy is to create apps for different use cases.  In healthcare, for example, clinicians can provide branded apps for medication tracking, cancer care, even population health in order to reach specific patient groups in an area.

What About the Cost of App Development?

A drawback to creating mobile apps has historically been cost.  Using mobile app developers to create mobile applications for iOS and Android devices, including maintenance can get expensive – Anywhere from $50K to $100K for a typical mobile app, not including the true two-year cost, according to Forrester.

At MobileSmith, we’re changing the game.  Any tech savvy individual can  create smooth, native mobile apps for the fraction of the cost of outsourcing development.  The MobileSmith Platform also offers the integration and security you need in mobile apps, but with no coding required.

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By | 2016-11-18T14:56:02+00:00 March 2nd, 2016|Blog, Mobile Strategy|0 Comments

About the Author:

Baxter Overman
Baxter is in charge of digital marketing at MobileSmith. He enjoys helping brands tell their story online and is a fan of Fender guitars.
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