Over the past two years we have all seen a huge increase in smartphone usage and a huge drop in their price. This is allowing the global market to rapidly explode with smartphones, ultra-fast 4G/3G speeds and free Wi-Fi in every corner of the world. Every month, industry experts release new statistics (ie Return Path) regarding mobile internet usage and mobile shopping. The internet marketing industry is a little behind in understanding what is really going on.
This paradigm shift from desktop and much of the laptop to mobile has opened the door to some tremendous marketing tools that weren’t available just a few years ago. It’s the mobile app… Specifically the mobile web app (no download required on any phone). This is very different than the native app in that the native app required a download from one of the stores or a direct download and installation on the mobile device. The user is required to constantly update and download to keep the information up to date for that application. The mobile web app updates instantly on all platforms because it is a mobile web based system. The mobile web app eliminates the downloads and updates associated with native apps. Eliminating that hassle and delay gives the user an instant experience through a web-based application. Web apps have a similar look and feel to native apps. We have our mobile phone within reach 93% of the time 24/7 according to industry statistics. With the advent of push and text notifications (not much different now with 4G/3G access), we can communicate with our customers “one on one.” The text read rate (over 90%) gives a high probability that the client will receive our marketing message in a timely manner… WITHOUT DISTRACTIONS FROM EXTERNAL SOURCES AND SOCIAL MEDIA.
Why is this important? Marketing experts agree that companies have less and less time, literally seconds, to capture a customer’s attention and keep it. We are bombarded every second with someone else trying to get our attention. The native app requires too many steps to grab the instant attention of a potential customer. The mobile web application provides instant access to the commercial offer without distractions or downloads. A properly designed mobile web app allows the user to bookmark the page and add an app icon to the home screen for 24/7 access to the business. Once added or not added, each time a customer goes to the main company website from a mobile device, they will be redirected to the mobile web application to ensure the best available user experience for the customer. NO DOWNLOAD REQUIRED… This provides more access for the client. Native apps require the individual to download the app, which can limit the number of potential new customers compared to a web-based app that has no download and is the same as browsing the web.
I recommended that clients use the mobile web apps to help market and grow their business. Native apps have their place for business to fill the gap of what mobile web apps are unable to do, like images uploaded from the mobile device through the app would be one example. Businesses could find that it could be the cheapest marketing tool they have ever used.
James Alan Hughbanks