Does your business need a mobile web solution?
The mobile web has captured imaginations, with the skyrocketing popularity of smartphones. Gartner Key Predictions for IT Organisations and Users state that by 2013, more people will use mobile devices to access the web than any other device. Mobile devices let businesses transact with their clients anywhere and anytime. The pressure to capitalise on this new marketing channel is often intense: get in now, or be left behind.
RockSolid can help you sift through the hype to find the best mobile web solution for your business.
To begin with, we encourage all our clients not to fix on one mobile web solution too soon. Some software providers will claim that the technology they offer is essential for all organisations. We say that the technology is still emerging, but the fundamental marketing questions are the same:
- 1. Immediacy: Do your clients want access to your site anywhere and anytime? (read more)
- 2. Brand value: Will having a particular mobile web solution enhance your reputation? (read more)
If you answered ‘yes’ to either question, we recommend you consider a dedicated web solution. We’ve created a score card to help you decide which one fits your business needs. This can be either an App your clients can download, or a mobile website specifically designed to display through their smartphones' browsers.
But even if you didn’t say yes, you should still be thinking about how the expanding mobile web fits into your brand and marketing plan. We guarantee that some of your potential clients will view your website on a smartphone. This means a much smaller display and greater difficulty typing. We encourage all our clients to factor the mobile viewing environment into the design of their corporate website. Read our case study on how we delivered this service for Aquenta Consulting.
Whatever your business requirements, RockSolid can give you professional advice based on our years of experience. Contact us to find out more.
Mobile web solutions: the fundamental questions
Immediacy - Do your clients want access to your site anywhere and anytime?
We recommend either an App or a mobile website if your clients expect constant access. Do your clients expect this level of immediacy from your business? This will depend on where your services meet them in their day-to-day lives.
For business-to-consumer organisations, this link is often clear. Customers can use an App to manage their finances while waiting at the airport. They can use an art gallery’s mobile website to find out exhibition times while sitting in a cafe.
For business-to-business organisations, the link may be less clear, though the uptake of mobile marketing in this sector is increasing. American company FedEx has developed an App that lets customers track their packages’ progress. Other Apps allow instant feedback from clients, or can be used by sales staff for interactive presentations. Here too, immediate access is a major selling point.
Brand value - Will having a mobile web solution enhance your reputation?
We recommend either an App or a mobile website if it will substantially and measurably increase your brand value.
This depends largely on what your competitors are doing. Businesses who are early-adopters can position themselves as innovative and proactive. But will a mobile web solution be an integral part of your marketing mix and generate a solid return on investment? Or will it begin with a flare of interest, then rapidly become peripheral? Admob metrics reports that, while iPhone’s operating system remains the dominant platform in western countries, Android’s market share is expanding rapidly, with a 29% monthly growth up to May 2010.
RockSolid score card: App or mobile website?
We’ve created this table to help you decide which solution is a higher priority for your business – an app or a mobile website.
We’ve identified seven critical issues in mobile marketing, and assessed which solution delivers better results for each one. Consider which solution scores the best for the issues that align with your business requirements.