16. The Mobile Web

Perhaps no debate in mobile marketing is greater than the arguments that pit mobile apps and websites against each other. People who work closer to the code, mainly a reference to engineers and software developers, are often fascinated by the many things possible through “deep-rooting” a mobile application into smartphones to leverage address book access, the camera system, and location services. There is nothing wrong with a marketer aspiring to have a cool app, and in many organizations a mobile app can be the best performing digital channel to drive business. The truth is, however, that no business should risk being caught with a website that does not perform well on mobile devices. After all, smartphones are often used ...

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