As Digital Instincts lead strategist Marilyn Simes puts it, “The ‘Great Content Delivery Debate’ continues,” meaning that there is a good deal of disagreement over which medium is best to deliver mobile marketing content. One thing is clear, though: mobile strategies tailored specifically to meet brand objectives represent some of the most important investment opportunities in the modern era; marketers who ignore them do so at their own peril. However, a pressing question remains; namely, what is the best, most efficient way to deliver persuasive mobile marketing content?
The answer to that question may lie in apps—that is, applications developed exclusively for mobile devices. Apps represent a potent niche for marketers, with app downloads numbering in the tens of billions, and counting. App revenues are growing exponentially, individuals are spending more and more time using apps—particularly social apps—than ever before and mobile phone activations are skyrocketing. By all accounts, the mobile app economy is exploding, with important consequences for how marketers do business. The takeaway from these mobile trends is clear: If your company has not jumped onboard the mobile media bandwagon yet, then you’re late to the game.
With the proliferation of apps, it becomes harder and harder to separate the wheat from the chaff; for every good, useful app there are hundreds, if not thousands, of useless ones taking up space in iTunes and Android stores. These inadequate apps are kept afloat thanks to a foundation of the solid, usable apps that preceded them. The challenge becomes, then, how to distinguish your app from the great unwashed app masses.
Aside from the two most common options in coding mobile applications—native apps and Web apps—there are two more routes to delivering mobile marketing content to consider. The third option is hybrid apps, which are applications written, for the most part, in an open-format code while also allowing for some native code that ensures they can operate on proprietary operating systems. These versatile apps will be growing in presence on the mobile market, but they aren’t the only alternative for today’s marketing professionals. The fourth and last option is that of location-aware mobile Web sites, coded in HTML5 and offering vivid graphics.
So while the jury is still out on whether the native or Web app is the reigning king of content in modern mobile marketing, it is obvious that marketers have an unprecedented abundance of options in delivering relevant messages to consumers. They need to be careful and choosy in which platform to use to this end, depending on the content and the audience. Marketers who neglect to explore the various mobile media avenues risk falling behind and losing market share.
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January 21, 2013: http://bhive.ca/5.0/BHIVE-blog/mobile-marketing-for-the-masses.html