Mobile App vs Mobile Site?

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Mobile App vs Mobile Site?
Sunday, August 21th 2011
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Mobile App vs Mobile Site?
Chris Crum | Staff Writer
Have you been trying to figure out your mobile strategy? Mobile's only growing,
and it's already pretty big. If you don't have some kind of mobile strategy,
you're likely missing out on a lot of opportunities.
You may be struggling to decide whether you what to go the route of the
mobile app, the mobile website or both. According to ebookers' Director of
Product Strategy Rob Define, "You need to have both."
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Define's words are highlighted in a post on the Google Mobile blog. Google Mobile
Ads Product Marketing Manager Matt Brocklehurst dicusses his speech, saying:
To help customers "book easier", last January ebookers launched the first fully
transactional multi-product mobile site of any online travel agency in Europe.
"What we wanted was really to have 100% the same product that we have on desktop,"
said Rob. This meant the mobile site offered a lower cost, faster development time
and more straightforward support than an app. Based on the experience of their
US-based sister company Orbitz, ebookers also knew that a mobile website would
bring more bookings than an app. "As an e-commerce transactional website,
we wanted to drive through bookings first."
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The second part of ebookers' mobile strategy was to help clients "travel happier".
"We did that by launching the ebookers Explorer iPad app in May," Rob revealed.
Mashing together content from several social media sites to create a dynamic travel
magazine, the app set out to build customer value and brand awareness through
differentiation, and to focus on innovation and inspiration rather than just transactions.
He goes on to say that ebookers experienced a 90% jump in visitors and bookings via
mobile during the first five moths after launching their mobile site.
Define also suggested a dedicated mobile PPC account and the testing of mobile
ad-specific test. Using mobile specific text, the company says, can increase CTR
up to 25%. Clearly, Google has a vested in interest in you using PPC, but the
mobile-specific vs. desktop test is at the very least an issue worth exploring.
Both might be the way to go? Tell us here.
http://www.smallbusinessnewz.com/topnews/2011/08/19/mobile-app-vs-mobile-site#comments
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