“Native mobile applications are fantastic. But not everybody needs an ‘app for that,’ yet.
Ask yourself a few questions before deciding on a mobile strategy, how to address your mobile browser traffic, and when to invest in multi-platform native app development:
– How are people currently searching for your content?
– How much of your traffic is coming from mobile browsers?
– Based on your website traffic, does it make more sense to build a rich mobile web experience first, accommodating varying mobile handset types?
If you are going to build an additional native app, determine the breakdown of your website’s mobile visitors to decide which types of applications you should consider (iPhone, Android OS, RIM, etc.) In short, do your homework.
There may be a place in your digital marketing mix for native applications. But you can’t just throw an app out into the world and say, ‘There. Now I’m mobile. And I’m awesome, because I have an app.’ Examine your existing digital strategy, think through how mobile fits into your other marketing initiatives and, most importantly, think through your user’s experience.”