Consumers spend most of their time on mobile devices. According to Statista, the number of mobile phone users in the world is expected to pass the five billion mark by 2019.
Mobile outreach strategy is the prime target for businesses of today. Many a time’s small business owners/startups contemplate whether to build a responsive website or a native app or even both. This contemplation may not be of worry for businesses with ample startup funding however it quickly becomes a discussion of what should be created first owing to cost and marketing strategy for small business owners who are just starting out with their venture.
So what is a responsive website?
As opposed to a strictly “mobile-website” such as m.domainname.com a responsive website allows websites to be viewed on various mobile devices and screen sizes. As the name implies responsive sites “respond” to the device they’re on shifting and scaling based on the device screen size.
Below are some points that will help you take a practical approach towards your mobile outreach strategy.
- If your goals are primarily related to creating a presence, initial marketing; a responsive website is always going to make sense as a practical first step in your mobile outreach strategy. You can be pragmatic and delay the creation of a native app until you have a solid presence and useful content.
- The average shelf life of an app on a device is usually less if the app is not solving a purpose or does not have useful or meaningful content. Building a native app early on in the venture could discourage potential users should they not find meaningful content/use. Building a responsive website will help you test the waters, build presence as you build content in parallel. Users can return to a website but to convince them to re-download the app if they lose interest would be challenging.
- Building a responsive website is time and cost-effective versus building a native app for different platforms in the beginning. The responsive website is readily available to consumers via the browser on any device.
- As you are starting your venture, the need to upgrade and push new content is frequent. The strategy to go with a responsive website early on will tremendously help you with maintenance and upgrade. Properly supporting and maintaining an app (upgrades, testing, compatibility issues and ongoing development) is much more expensive and involved than supporting a website.
- Sharing and spreading the word to users and publishers is easier via sharing the website URL on social media, text message, and email. Apps, on the other hand, need to be marketed on their individual app stores.
The need for mobile presence is paramount and one cannot simply deny that.
Hope this blog helps small business owners to be strategic with their investment and be able to fulfill their digital presence. Being careful with the initial budget and carefully strategizing the path will help a long way for anyone who is just starting out.