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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What about you? Have you launched a mobile program for your small business? What have you learned from the experience? Let us know in the comments below, we’d love to hear from you.