July 26, 2011 § Leave a comment
The fastest growing trend in the digital world is mobile. Whether it be a mobile smartphone or tablet, mobile marketing is another channel that your brand should be preparing for, if it’s not already established in. There’s two different channels on mobile, both of which should merit a distinct strategy; Mobile websites and mobile applications. Both have their pro’s and con’s and both will expand a great deal in the next 2-5 years. The idea of the differences is tought to come by, and below both are distinguished:
- Developed for the use in Smartphone and Tablet. This includes utility apps, game apps, shopping apps etc.
- Once downloaded and installed, mobile apps should automatically run from the respective app-store
- To publish a mobile app, you must get approval from the app stores e.g. You have developed an iPhone app for you brand, you now must get Apple’s app-store approval before it is released
- Mobile apps can be integrated with native smartphone/tablet applications. e.g. A video chat app can use your phone’s video camera to function
- Mobile apps can be exclusive. If you release an iPhone/iPad app, only those with these devices can use your apps, thus leaving Android user’s behind
- Apps are developed to increase brand awareness, but also for the purpose of earnings per downloads from app stores
- Sync mobile apps with all device features, such as GPS, camera, voice, RFID, address book, calendar, etc.
- Mobils apps are tough to support and maintain after they’re installed. Plan ahead with a QA response team, and know that each new release — bug fixes — requires you to go through the entire approval process again
- New releases of mobile apps require all existing users to uprgrade in order to use it properly
- Runs on the mobile browser and opens like a regular website from your Smartphone
- No approvals from “authorities” are needed to run mobile websites
- Runs independently from native handset applications
- Unlike apps, every smartphone supports mobile websites, and you don’t need to create separate versions for iPhone/Droid/Blackberry.
- Created to support the brand through another channel, and raise awareness of what the company has to offer
- Can be integrated with Smartphone features such as GPS, offline data storage and video through browsers that support HTML5.
- While native capabilities of the mobile device can be accessed from the web, this access is limited due to security and privacy concerns.
- Little maintainence and support is required compared to apps, because the developer has complete access to the site. Users won’t need to upgrade versions.
Direct Message Lab provides a central platform , REACH v4, for brands to effectively build, manage, and analyze their social, mobile and app-based marketing. For more information, check out www.directmessagelab.com, and follow us on Twitter, @dmlinfo.