Gartner Research

Mobile Marketing Strategic Insight — Stop the Debate About Native App or Mobile Web

Published: 24 November 2015

ID: G00272185

Analyst(s): Mike McGuire

Summary

Investing in a native mobile application, Web app or hybrid of the two doesn't transform your business to a digital one. A mobile-friendly website remains a requirement. Mobile marketers can use this research to help frame a complementary, consistent approach to mobile apps.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • View Mobile Web and App Strategies as Two Aspects of a Single Mobile Strategy
  • Give Priority to Your Mobile-Friendly Site, Given How Important Search Is to Audiences Finding You
  • Ensure Discoverability From Customers by Extending Deep Linking and Deferred Deep Linking From the Web to Mobile Apps

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