Five Persistent Myths of Digital Marketing You Need to Know. Part4

Five Persistent Myths of Digital Marketing You Need to Know. Part4

12.12.2016
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Here comes the next piece of the digital marketing myths pie. But first, let’s recap the first three slices.

The first three myths of digital marketing are:

  1. Programmatic advertising works like magic
  2. All you need to do is collect and analyze data – the rest will follow
  3. Focus solely on social networking – websites don’t matter anymore

The fourth myth tackles the 21st century battle between Web and Apps. It has become so widely discussed, we just can’t leave it aside.

Myth No.4: The Web is dead and Apps are the future

Nowadays, people don’t watch TV, read newspapers or listen to the radio as much as they used to because of those little time-consuming smart devices we all own which are so easy-to-use. Who could resist?
Statistics show that more than 50% of content these days is consumed on apps. The majority of IT influencers affirm that the Web is irrevocably and unconditionally dead and apps have replaced it.

Growth in mobile app usage

Therefore, it seems logical to invest only in app development and forget about websites. Yet there is always a solemn “but”.

We’ll prove that the rise of mobile apps does not influence the necessity of having your own website. Websites and apps have different target audiences because of their main purposes, so let’s take a closer look at both.

There exist two main types of apps and you will surely recognize both.

Social apps (Facebook Messenger, Instagram, Pinterest, Snapchat, Foursquare, Pinterest, LinkedIn, Tumblr) are used to kill time and stay in touch. Users communicate, post and share their achievements, play games, read pieces of spicy news, etc. Social apps have become an integral part of our lives, so much so that some people are unhealthily dependent upon them.

social media app icons

Individual apps are for those who conduct business with companies. If you use a business’s services frequently, it can be useful to download their app. For example, you can buy, order or book directly from apps built for United Airlines, Amazon, Booking, Bank of America, eBay, Mercedes-Benz Guides and many more. Simple interfaces make using apps easy and delightful so people love to come back.

booking image

Simplified user experiences increase brand loyalty, build service awareness and boost conversion. If you are a business owner – you’ll definitely benefit from having an app.

But.

If you want to boost your business, get more sales, attract new prospects and convert leads, apps alone will not bring about desired results. Audience platforms such as desktop sites and mobile sites are a must.

Why? Imagine you are looking for a product. What steps do you take to find it? You probably search online, find a website that meets your requirements and read what you need. You wouldn’t take the time to download an app, search through it and then delete it if it’s not what you need.

Mobile and desktop websites present a gateway to all kinds of important information a user may search for. A website is your chance at a good first impression. Don’t urge your prospects to download an app unless they are at the right stage in their buying process. An app will not be something they are immediately aware of and, likely, they will search and find your competitor’s handy services instead.

An app is a strategically profitable addition to your website which makes sense only if a user already knows your business. Being absolutely sure in your trustworthiness, a user will download your app and continue to enjoy your services.

Apps are helpful when searching for products or services on the go – because it is easy. But the process of ordering/buying/booking will be done through a desktop website – because it is more reliable.

To sum things up, an app should not be the cornerstone of your business. If you have enough of a marketing budget, invest and develop both an app and a website. This strategy will double your recognition and increase traffic.

The Web is alive and necessary until other elements of digital marketing step in to help promote services. And if you own a business, don’t ignore its power.

Want to know what digital marketing myth comes next? Stay tuned for new updates!