Are Mobile Applications More Popular Than Mobi Sites?
Mobile has fast become a medium for a vast array of marketing tools. Banking, shopping, ticketing, the list seems never ending, and now with Smartphone’s increasing in use, the use of mobile applications is making its way up as a mobile innovation. Mobile applications almost seem as important to mobile campaigns as mobisites these days, and whilst the use of both for a marketing campaign may seem appealing, it is highly impractical. So, are mobile applications taking the place of mobisites?
To answer this question all that is necessary is to observe the dynamics of a mobile marketing campaign and compare the efficiency of mobile applications and mobisites. First, for any mobile marketing campaign, determining goals and objectives is vital. If, for example, marketers wish to offer a fresh and unique experience for their audience, then mobile applications are by far the best way to go. However, mobisites offer impressive user experience when it comes to online shopping. They possess a superior Search Engine Optimisation allowing for quick and convenient browsing. Mobile applications may find themselves hindered by their central housing in and application store, limiting what a user can browse.
As with all mobile marketing campaigns, highlighting the target audience is imperative to its success. Mobisites offer a much more efficient means of reaching a high number of demographics. Although mobile applications possess some impressive features and user experiences, they can only operate on the platform for which they have been created i.e. iPhone, Blackberry, Android. This means that straightaway a large proportion of potential customers have been cut out of the equation. On top of this, even if the application is designed for each of the major devices, it can still potentially exclude vital parts of the target demographic, not to mention being hugely expensive.
Operating on a single mobisite design is not only more efficient at reaching the majority of your target audience, it is far more cost efficient. As mentioned, developing mobile applications for several mobile devices in a single campaign is highly costly. Not simply because of designing and platforming, but also because of ongoing updates due to software advancements for the host device.
Mobile sites are in no way being replaced by mobile applications. The overall functionality of mobisites is far superior from both a customer use and marketing perspective and analysts predict that in the next few years mobile will look to focus on functionality even more. This could very well mean that not only are mobile applications not taking the place of mobisites, but in only a few years, they become obsolete for any form of marketing.
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