published October 3, 2017
Nowadays it seems like everyone and their aunt has a dedicated native app to help build their brand awareness and customer engagement – but is it really worth it? True, they can help to encourage customer relations and some can even offer perks you can’t find elsewhere, but most are sitting in their respective app stores, not doing very much at all.
But, doesn’t everyone spend all day giving themselves long term posture problems staring down at their phone screens, I hear you cry? Maybe. But they’re looking at Facebook, Instagram and Whatsapp – not at the online order app for that coffee shop round the corner. And the truth is apps like Facebook have their own built in web browsers now, so people don’t even have to leave if they want to look at something else anymore.
Now, there’s a chance we could be losing out on some big money orders by saying this but; your business doesn’t need an app. No, what you really need is a mobile optimised site that works for your consumers wherever they decide to access it from. And here are some reasons why.
1. Nobody wants to download anymore apps
Believe it or not, people are not downloading apps like they used to, and with social media being so prevalent, they can get all their real time updates from there. And all those cool and awesome ideas you had about the features your app could include? Listen, if someone is a fan of a coffee shop, it’s because they want coffee. They don’t want a detailed and interactive view of how your coffee is made, or a warning when they’ve had too much caffeine – because you can never have too much caffeine (trust us; we’re living examples of this). Besides, phones only have a limited memory, and most of that has already been filled with everyone’s Snapchat-filtered selfies.
2. It’s not going to look good enough
In order to have an app that people want, and like, to use, you’re going to need to spend the big bucks. Sure, you can make your own on the fly with programs designed to make creating your own app quick and easy – but you know that old saying “Too good to be true”? Yeah, that. So, why not hire an excellent digital marketing agency, like ours? Sure, we’d make you an amazing app, it would have bells and whistles, and whatever else you might want, but it wouldn’t really be worth it. For the majority of businesses, it’s not going to bring in the money used to create it. So no matter how amazing your app is when it’s finished – well, just remember point number one; there’s no guarantee people are actually going to download it.
3. Your site should be doing the work for you
Instead of spending all your hard earned money on an app, spend it instead on ensuring your site is as mobile friendly as possible. If your site can easily be accessed and navigated from mobile browsers, and still look good while people are doing it – you’re winning. You’ll be boosting your site traffic dramatically, as people will be happy spending time on your site if it’s optimised to be held in that little screen that’s permanently attached to their hand.
So yes, mobile is where it’s at right now. And yes, you should be working as hard as possible to capitalise on that. But remember, unless you really do have the most groundbreaking app idea that will instantly sell millions, you’re probably better off focusing on optimising your site for mobile browsers instead.
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