Mobile app or mobile browser?
It’s a question that continues to dog marketers, especially when they have to divvy up marketing budgets in support of a website that functions well on a mobile device, or a mobile app that functions well as a standalone feature – or both.
Here at OtherLevels, our specialty is mobile marketing around mobile apps – the environment that, in our opinion, best supports personalized relationships with customers and app users. Because the smartphone represents such an intimate and personal “mobile moment of opportunity”, we encourage our clients to adopt optimum strategies for reaching their app users and customers: the right
message to the right person at the right time.
A new eMarkter reporter, which lays out the case for investments in both mobile web and mobile apps, also highlights consumers’ increasing migration from web-based browsers to mobile apps for a variety of activities, including shopping, searching, buying products and services, entertainment, and interacting with brands.
That desktop-to-mobile shift means that “apps will play a more significant role – if not an equal role – in generating mobile sales going forward”, according to “Mobile Apps vs. Mobile Browsers: How Usage, Ad Spending and mobile Commerce Sales Differ by Channel”, the report by eMarketer’s Cathy Boyle.
Mobile Moment Of Opportunity
Today’s consumers’ carry their smartphones everywhere, and they use them to play games, shop, bank, search, research and enjoy entertainment. Their importance, in fact, is most evident in that moment of panic over a smartphone’s potential loss, misplacement or theft. “Did I lose my smartphone?”, “I can’t find my phone—where did I use it last?”, “Was my smartphone stolen? My entire life is on that phone!”.
Because of that intimate relationship between user-customer and smartphone, opportunities abound for mobile marketing experiences that are meaningful, timely, personal and arrive in that “mobile moment of opportunity.”
Our team specializes in strategies, platforms, technology and content solutions that help games, brands, retailers and others make the best use of the mobile app environment – the right message to the right person at the right time.