Gartner Research

Mobile Marketing Strategic Insight — It’s Web and App Not Web Versus App

Published: 05 February 2019

ID: G00320134

Analyst(s): Mike McGuire

Summary

Effectively engaging customers and prospects on their mobile devices is a requirement. Marketers often think a native app is the best and only way to engage. It’s not. Marketing leaders can use this research to help frame a complementary, consistent approach to mobile apps and their mobile strategy.

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-Optimized Site, Given How Important Search Is to Audiences Finding You

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