It’s no secret that users are accessing the Internet through mobile devices more and more. This is due to the ever-growing technology from smartphones, tablets and now wearing technology such as Google Glass and smart watches.
Mobile marketing is the process of making your marketing accessible to mobile users. Both Mobile App’s and Mobile websites allow your users to access your business through devices they use everyday however they are different, and its important to know the differences before you choose which is best for your business type.
As discussed in “Responsive web Design – What is it and how am I affected?”, Responsive web design is the approach that suggests that design and development should respond to the user’s behaviour and environment based on screen size, platform and orientation.
As the user switches from their laptop to tablet, the website should automatically switch to accommodate for resolution, image size and scripting abilities. In other words, the website should have the technology to automatically respond to the user’s preferences and in some cases location.
Alternatively from a responsive design, you can have a mobile accessible only website. This type of website is designed specifically for smaller screens and touch-screen capabilities of smartphones and tablets. It can be accessed using any mobile device’s Web browser, like Safari on iOS and Chrome on Android. Users simply type in the URL or click on a link to your website, and the website automatically detects the mobile device and redirects the viewer to the mobile version of your website. This type of website is generally used for lead generation or ecommerce sites.
For example have a look at this website on mobile, it will look different as through research we at evolve have concluded that users who search for us on mobile are only interested in certain information. Therefore no need to supply them with our entire website. This is for a better user experience.
A mobile app is an application downloaded from App shops, such as ‘App Store’ on IPhone and ‘Play Store’ on Android.
The user must download your specific App before accessing the content, they will not find it through organic search on Google. However businesses have more control over their presence on a device, they can access the users location for geo-targeted push notifications. Further more mobile apps can be used for loyalty schemes and mobile payments.
Its important to understand your target audience before choosing which type of mobile marketing best suits your business. From your market research and buyer persona development, you will find that it will become clear which type to invest in.