If there’s one thing all employees know, it is this: they have to embrace the mobile strategy. It’s one thing not to have an e-commerce site and mobile marketing strategy before the pandemic, but it’s another thing entirely to still be adamant that this is not needed today. The pandemic made sure we know this fact: mobile, touchless, and digital transactions are the future of any kind of business, regardless of which industry it belongs to.
The mobile phone has overtaken the desktop, just as franchise businesses have boomed in the last decade. Businessowners—even those who have already made a name for themselves in other ventures—would still eventually decide to invest in household-name brands such as McDonald’s. They’re still willing to put their hard-earned money into franchise businesses because, like mobile marketing strategies, this is the way to success.
Think about tried-and-tested franchise marketing campaigns: they take, more or less, the digital route. Marketing and advertising a franchise business are all about the brand’s name. And the way to measure the success of the brand is to look at its reputation on social media, check its websites, and download and engage through its mobile apps.
So if you’re thinking about digital marketing right now, the question burning in your mind is this: should you build a mobile website or develop a mobile app? Where should you pour your resources? What makes the most sense for your business?
Personalization
Here lies the core reason why a mobile app is a preferred way for companies to engage with their consumers. You cannot personalize a mobile website the way you can personalize a mobile app. Companies can tailor their communication to consumers through a mobile app. The platform itself will be different based on the preferences of the users. Mobile apps let the users retrofit their interface and content based on their choices.
The app can change its content based on the geographical location of the user. If the user is located in Florida, then the app will come up with content that’s tailor-fit for Florida residents. It’s not just in the location, too. The app can pre-choose items according to your past purchases and searches.
Notifications
This is also one of the reasons why mobile apps can be cost-efficient if you have the budget to develop one. A native app can leverage and maximize the device’s capabilities. The app can ask the users to allow it to send them notifications, vibrations, alerts, and instant updates. Companies can easily send notifications of discounts and sales to customers based on the settings of the app. Most will don’t mind the occasional updates, though be careful of annoying customers with persistent notifications.
The app can also ask to access the contact list to send an invite to their friends. Plus, it can access the camera and microphone. Some apps, for example, can take a photo of the use and apply a brand filter, so the users can repost that on their social media pages. This is a shining example of how app users can also become brand ambassadors.
Audience Reach
When it comes to audience reach, though, mobile websites trump mobile apps by a mile. Mobile websites are accessible across all platforms and devices. Users can access them through desktops, laptops, tablets, and mobile phones. Apps are usually only accessible via smartphones as some apps don’t even work on tablets. This means that if you publish something on your website, it will likely reach more audiences as compared to relying on a mobile app.
Cost
Mobile apps are notoriously expensive to develop. This is why only a handful of small businesses have a dedicated app. Most will just do away with a responsive mobile website. Take note that the operative word here is “responsive.” Your mobile website has to be responsive to whatever device it is being viewed from. Without responsiveness, your mobile website will not reach as many of your target audience you thought it will. So, while you can rely on mobile websites alone, it must come with the assurance that it will be optimized for different devices.
The better option is to have both a mobile website and a mobile app. But if you do not have the resources for that, then the right choice depends on what your business needs and its objectives. If the goal is to offer mobile-friendly content, then you should build a mobile website. But if it is to offer a personalized experience that users will remember for a long time, then a mobile app is the best option.
