Every minute, the Internet is evolving at lightning speeds, and that can be intimidating for small business owners to keep up. For most small business owners, worrying about technological advances and trends is the least of worries. Instead, they focus on a traditional approach that has worked so far.
Although a traditional perspective makes sense up to a point, mobile marketing is here to stay and is set to grow at a rate that can be daunting for smaller businesses. The only option to get out of this dilemma is to increase the online presence to fit the ecosystem. As for the ‘how’ question, the answer lies between the technology of responsive websites, mobile websites and mobile apps.
Responsive Website
A responsive website uses a CSS style sheet that allows the website to look good on any device, be it a PC, phone or tablet with different screen sizes, the website will display perfectly. It is usually not a separate website, just a layout that works for all screen sizes that allows mobile visitors to access website content optimized for smaller screens.
mobile website
A mobile website uses more contemporary front-end technologies, such as HTML5 or WebKit features, without the need for backwards compatibility with older browsers. An M website can be considerably cheaper than a responsive design that requires a complex rebuild of everything, allowing for an improved user experience at much lower maintenance costs.
Mobile apps
An application is usually designed to achieve a very precise goal. Whether it’s a game or a banking app, or an app to find vegetarian restaurants in a city, they are designed to be interactive and task-oriented with the ability to make in-app purchases. They are not necessary for some companies, however, they can be of great benefit to most.
Responsive website vs. mobile website
Responsive websites cannot be created simply by rearranging existing elements, especially from complex entire website structures. Responsive design is much more expensive, usually requiring a complete overhaul of the existing website from scratch, keeping in mind that attention to user experience is paramount.
On the other hand, if your goals are primarily geared towards marketing and communications, a Mwebsite is a practical first step in your mobile strategy, as mobile websites have some inherent benefits over responsive websites, including compatibility and cost effectiveness.
Websites vs. Mobile apps
Between the choice of mobile website and mobile app, the most appropriate choice depends on your end goals. Logically, it rarely makes sense to launch an app without having a Mwebsite in place. If your goal is to offer mobile-friendly content to a wider audience, then a Mwebsite suits that purpose. While apps are useful when it comes to a very specific purpose that cannot be effectively achieved through a web browser.
Responsive Websites vs. Mobile apps
This is where it gets tricky. Between the two, you should do both, if you can. In the interest of budgets, many small businesses end up choosing between the two. However, the modern tools available effectively remove that variable from the equation.
While a responsive website will present everything with easy access, the mobile app may have a more specific task to perform and will interact with users in a personalized way that a website simply cannot achieve.
For many businesses, it is necessary to leverage a two-pronged mobile strategy that leverages both the mobile site and the app to achieve maximum content delivery. While the choice between a responsive website and a mobile website can be debated, mobile apps win emphatically over both. Well-designed mobile websites can be an asset to a business, but they still can’t achieve what mobile apps can, especially when it comes to collecting user information. Selecting one over the other should be a last resort, if anything, especially for a business that wants to survive and thrive in the digital age.