When it comes to spending in the mobile realm there’s one major question: should you focus your efforts on mobile advertising or on creating a mobile app? Or both?
Mobile advertising is huge these days. It accounts for 72% of digital advertising in the US and is four times as effective when it comes to ‘purchase intent’ and ‘likelihood to recommend’ when compared to desktop ads. New tech also promises to make it easier than ever for users to interact with mobile ads by inserting organic, dynamic forms directly into the ads. This makes mobile ads a clear winner when it comes to driving awareness and action.
Mobile apps on the other hand are all about enhancing customer experience and loyalty. Companies like Starbucks, Chipotle, and Pop Secret are finding success not by selling a product via the mobile platform but by providing incentives for engaging with their branded apps. Using the Starbucks app can result in shorter lines and faster service for those who choose to utilize it. Chipotle’s Scarecrow game gives users the chance to win coupons while Pop Secret’s app lets users know the exact moment to pull their popcorn out of the microwave. These simple apps are incredibly effective for building brand loyalty.
Which strategy is best for you? You’ll have to answer that for yourself.
Read the full article here: Mobile Ads Vs. Mobile Apps: Which One Is More Important?