Now, before we go into which one of these is ideal for your business, let’s first get ourselves introduced to each type of app.

Native Mobile Apps

Native mobile apps are what you’re thinking of when you hear the word “app”. The term “native” here simply refers to the fact that these apps work within a native environment i.e. they work on a specific platform.

These platforms are nothing but the mobile operating systems that we commonly use, such as Apple’s iOS and Google’s Android. So, to cut a long story short, native apps are the apps that are designed exclusively to work on our smartphones.

The main benefit of these apps is that they offer an optimized user experience. Since they are designed purely for a given platform, they work in sync with that particular platform. There are very few compromises being made.

However, if you’re looking to tap into a customer base that’s not limited to one particular platform, you’re going to have problems with native apps. For instance, if you have customers on both, iOS and Android, you will have to build two different versions of the app. This can be a problem if you have a tight budget. Plus, if you limit yourself to a single platform, you’ll end up missing out on a chunk of your target audience.

Web Apps

A web app is one that doesn’t have to be installed on a phone and isn’t limited to a specific platform. These apps are accessible via a web browser. So, in a way, accessing these apps is like accessing a website. In fact, you can even argue that these apps are basically websites.

Web apps are developed using programming languages such as CSS, HTML5, and Javascript etc. Though they may look like websites, they are far more optimized and offer, more or less, the same user experience as native apps.

Advantages and Disadvantages of Native Apps

Now, let’s look at the advantages and disadvantages of having either of these apps.

With native apps, as we discussed earlier, you have the benefit of an optimized user experience. The app will work just the way it should on your phone. This includes a well-developed interface, great speed, high-quality graphics, and a host of other features that match the functionality offered by your OS, be it Android or iOS.

Native apps are also easier to distribute because you have specific marketplaces such as Google’s Play Store and Apple’s App Store. So, it’s easier to reach out to a wider audience. In fact, you might even get free promotions if your app does well.

Native apps can also offer certain functions offline.

As for disadvantages, native apps are limited to specific platforms. You will have to build one for each platform that you’re targeting. This can prove to be quite expensive. Though there are cross-platform tools, they only work if your app offers very simplistic functionalities.

Having two versions of the same app brings in other problems as well. For instance, updating, bug tracking, and general maintenance can become very complex.

Native apps also have to be installed on the device’s storage unit, which means the user will have to ensure that there is enough space. This can be a deal breaker at times.

Finally, updates are controlled by the user. So, improved versions may not be delivered at the right time, which can lead to abandonment or dissatisfaction.

Advantages and Disadvantages of Web Apps

To begin with, web apps have no need for installation. You can access them with just an internet connection and a good internet browser.

They are already developed to work across multiple platforms, so you have a single version to deal with. This can save money and time.

Maintenance and updates are done on the developer’s end, which means the latest version is what users will have access to at all times.

Finally, since the app doesn’t have to be distributed via a marketplace, you don’t have to worry about third-party agreements or terms of service.

However, there are disadvantages too. For starters, Users will have to remain online to access all functionalities. Of course, you do have HTML5 which permits application caching. So, access to previously visited pages is possible. But, then again, this is still not much of a solution.

Finally, since the app doesn’t have to be distributed via a marketplace, you don’t have to worry about third-party agreements or terms of service.

However, there are disadvantages too. For starters, Users will have to remain online to access all functionalities. Of course, you do have HTML5 which permits application caching. So, access to previously visited pages is possible. But, then again, this is still not much of a solution.

Then, there’s the issue of optimization. Mobile apps are not optimized for a specific device or OS. So, they may work exceptionally well on some devices and not so well on others.

You also have greater problems in terms of security. There are several vulnerabilities that affect sites and these same vulnerabilities affect web apps as well.

Finally, all the data is stored on a server. This leads to more queries, which, in turn, leads to greater server loads.

The Decision

The decision of which type of app is better ultimately boils down to what your business specifically requires. For instance, if your requirement is high-quality graphics and an optimized user experience, native apps are your best bet. You cannot rival them when it comes to performance and speed either.

However, web apps are great if you’re looking to reach out to a wider audience. Since they aren’t limited to a specific platform, this is possible. Web apps are also good for processing voluminous data.

So, sit down and work out your actual requirements. Once you have a really good idea of what your business needs, it becomes easier to determine which of these apps is perfect for you.

But, if you’re still confused, we at Crafted might be able to help. We’re a professional app development firm that has worked with multiple clients. We can help you figure out what’s best for the business.

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But, the thing about advertising is that it never stays the same. The way consumers consume information is subject to constant change. You never know what’s going to happen next. So, it’s a wise idea to always keep an eye on what’s happening in the industry and what’s likely going to be a big deal when the time comes.

Speaking of keeping an eye on the future, here are a few emerging digital marketing trends that need your attention.

VR and Augmented Reality

VR (Virtual Reality) and AR (Augmented Reality) aren’t going to be limited to gaming anymore. These technologies are going to transform the way brands market their products and services. So, your business needs to start preparing.

AR and VR are already being leveraged by social media platforms. Facebook and Google Cardboard offer 360-video publishing, while Snapchat allows users to enter a virtual world as a 3-D bitmoji.

So, the day is not far away when other industries learn to leverage VR and AR to forward their own agendas in their own creative ways. Recently, IKEA launched an application that allows virtual shopping. With the app, users can actually see what a particular piece of furniture might look like in their home.

McDonald’s did something similar by launching a bitmoji. The bitmoji projects itself into the user’s environment and attempts to steal your cup of McCafe.

As you can see, both McDonald’s and IKEA have leveraged AR/VR to create memorable experiences, which leads to better brand loyalty.

Snapchat has a plan too. It intends to bring out the second version of its smart glasses, which didn’t do too well in the beginning. The glasses allow users to capture and record moments. The second version is likely to offer far more advanced features.

To put it simply, immersive experiences are going to dominate the digital marketing landscape.

Mobile-focused development

Mobile usage is only going to grow in the near future. So, it’s natural that brands will start focusing on offering mobile-oriented user experiences that are unique and optimized.

Many businesses are already moving away from the desktop approach ever since Google made it clear that the future would be mobile. The truth is solid – mobile-oriented user experiences will account for most of a brand’s success with regard to visibility and search rankings.

So, design/development needs to be mobile-driven.

Companies are already observing a boost in traffic towards their mobile sites and they are using the data to shape their development/design strategies. It’s obvious that brands need to start paying attention to people and how they behave within a mobile context. By doing so, they can acquire insights and predict actions and trends, thereby, gaining an edge over their competitors.

Micro-moments

The near future will also see brands focusing on a trend called “micro-moments”. Micro-Moments are basically granular events within short periods of time wherein the user/customer accesses a mobile device to acquire information. This can include using the phone to look at prices, make a purchase or learn about a product/service.

For example, when you see an advertisement and immediately open your browser, that is a micro-moment that indicates you’re going to look for more information about the product/service. Several micro-moments make up the customer’s decision-making process and eventual purchase.

The point here is that businesses need to focus on the timing, quality, and relevance of a message, as these things are extremely influential on brand perception.

So, brands that can offer their best at each micro-moment will definitely lead the race.

Captivating video content

Video marketing is the primary weapon in the digital marketing arsenal. Video has become so influential that it still gives birth to new strategies. Just last year, we saw social media platforms making changes to their algorithms to prioritize video content.

As a result, the social media audience has been noticing more videos on their feed than images… and they like it!

In fact, video has become such a big deal that some brands are even turning still images into slideshows just to capitalize on the love for video and to beat the new algorithms.

So, if social media accounts for a major portion of your digital marketing, it would be a good idea to try and create engaging video content. In fact, video marketing, in general, is a good idea. The world watches about a billion hours of video every day and Facebook alone accounts for about 10% of that.

Focus on video. Make sure you offer content that is engaging and creative. For instance, one excellent tool you can leverage right now is Facebook Live Events. It’s far better than newsfeeds and offers excellent value. You can engage with your customers in real time.

Location

Another emerging digital marketing trend is location-based marketing. There are two forms of location-based marketing. The first is real-time geolocation marketing, where businesses can approach customers by detecting their GPS.

This is currently practiced by a few brands. Starbucks is a good example. The café chain provides “Mobile Order and Pay” which makes it possible for customers to purchase items and pick them at the nearest branch.

Then, we have cross-technology location-based marketing. Here, location data guides users on the nearest options with regard to shopping, dining or entertainment. An excellent example of this is the Pokemon Go app, which leveraged augmented reality to guide users to where they could find the next “Pokemon”.

Chatbots

Chatbots are AI-powered applications that are growing to be a very popular tool with regard to customer service and engagement. In 2018 and beyond, it’s being predicted that their role in developing customer relationships will likely be more pronounced.

Major brands like Sephora and H&M are already leveraging chatbots to interact with their customers. Sephora, for instance, uses its chatbot to offer customized interactions, treatment, tips, and even advice. H&M, on the other hand, uses its chatbot to offer style solutions.

For all your digital marketing needs, get in touch with Crafted, one of NYC’s top-ranked digital agencies.

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