uk-netmarketing Archive (2011-2015)

That is a toughy, Miko, and no mistake. As you've pointed out, both app and mobile site camps have compelling arguments to make.

For me, the decision would have to come down to what the key objectives and tasks you want performed, set against available budget.

If you focus on what target audience you want to reach with what message and to what end, the decision about technology flows naturally from this.

I guess my advice is to start with finding the core question you need answering, rather than deciding on which answer is going to be the best one first. Both app and mobile sites answer different needs.

Best,

Amy
Marketing Manager
Sift Digital
http://www.siftdigital.co.uk

Sent from my iPhone

On 6 Mar 2013, at 19:14, "Miko Coffey" <miko.coffey at gmail.com<mailto:miko.coffey at gmail.com>> wrote:

Hi lovely digital marketers,

I have a question for your brains... I am getting mixed messages from my various trusted sources on this, so I thought I'd ask you guys for your tuppence, too.  Let's assume you're a medium-size company, and you already have a mobile optimised website, whose primary function is eCommerce within the travel industry. Do you need a set of apps, or not?

On one side of the fence, we have the "Don't Bothers" who say that apps are a waste of time & money in the longer term, as their crystal balls say that consumers will rely more & more on browser-based interaction on their mobiles as HTML5 beds in. With the increasing diversity of mobile OSes, the cost of building and maintaining apps for all platforms would be better spent on marketing your mobile (and desktop) site.

On the other side of the fence, we have the "App Lovers" who point out the fact that good apps can perform functions not possible within the browser, and as you're in the travel industry, those roaming charges can be a real killer. Focus your app development on utility and/or fun, and give your customers something so useful or entertaining that your apps become agents for brand awareness, reputation-building and act as a differentiating factor between you and your competition. Besides, the app market is not going anywhere but up.

Which side of the fence are you on? Because I'm still sitting and not quite sure where to plant my feet ;-)

Thanks all!
Miko

--
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Miko Coffey, BFA FRSA

Independent Web Consultant
http://www.usingmyhead.com
email: miko at usingmyhead.com<mailto:miko at usingmyhead.com>

Freelance Photographer
http://www.mikocoffey.com/photography
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phone: +44 (0)20 8678 0860
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skype: miko.coffey
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