When starting a new business, or developing a targeted marketing strategy for an existing one, the range of options out there can seem overwhelming and confusing. How to best target your audience? What do consumers in 2016 really expect from you? And one fundamental question that often comes up is if a modern business should target customers through a website or an app.

With global ecommerce continuing to grow and evolve, having a responsive website in 2016 is no longer optional for the vast majority of businesses, so the question should probably not be "Do I need a website or an app?" but whether or not you need both. Seeing as there are significant resources of both time and money at stake when developing an app, this should be carefully considered.

To help you make the tough choice, we have put together some of the key benefits and disadvantages of each platform. Regardless of which you decide on for your business, our experienced designers can help you create a functional and beautiful product, so once you know what you want, go ahead and post a contest, and your brand new website or app design will be underway in no time.

Responsive Website

A responsive website is built to be conveniently viewable across a wide range of devices and screen sizes, including laptops or desktops, tablets, and mobile phones. As mentioned above, having a responsive website is no longer an optional extra if you hope to be a successful business owner in the 21st century, but some of its drawbacks may convince you to invest in an app sooner rather than later.

Pros

• Easier and cheaper to develop and maintain.
• Targets your entire audience, regardless of device or operating system.

Cons

• Lacks some of the specific functionality apps can offer, potentially sacrificing speed and convenience.
• Might lose out on yet-to-be-developed app functions and market leadership potential.

Verdict

In most cases, a well-designed, frequently updated responsive website and well-thought-out social media strategy are all you need to create a functional online presence for your business. You may sacrifice some of the direct marketing opportunities afforded by an apps' increased access to user data, and might lose out on getting a head start on future developments, but this is often a small price to pay compared to the very significant investment of time and money needed to have a truly competitive app.

Unless you have a specific function or goal in mind that can only be achieved through an app, hold off on taking the plunge and focus your resources on your website.

App

An app, or native application, is a self-contained program or piece of software that is downloaded by users of mobile devices rather than accessed through an internet browser. This comes with a variety of potential benefits and drawbacks.

Pros

• Allows access to user data not given to websites, providing opportunities for more targeted marketing and tailored UX.
• Makes for faster and more convenient user interactions.

Cons

• Entails significant up-front and ongoing maintenance costs as development is more involved than websites, and a range of operating systems and devices need to be taken into account.
• Will require targeted marketing and advertising to stand out in an overcrowded app marketplace.
• Needs to be updated frequently to maintain user interest and continued functionality.

Verdict

In terms of user experience, accessing an app is much quicker and more convenient than a website, which is especially helpful if you anticipate users needing quick access to your information or wanting to use what you offer frequently. Apps also have access to user information and device functions a website does not, offering opportunities for far more targeted marketing and increased functionality; such as deal alerts while a user is in the vicinity of your store.

It is questionable however if these added functions will increase your potential revenue enough to justify the cost to develop the app. Most businesses focused on content reproduction or direct sales will likely be able to meet their needs with a website.

An app is often only worth it if you have a specific, task-oriented need to fulfill, such as recording data, following directions or sharing information.

It's useful to think of an app not as an alternative to a website, which is usually focused on distributing business information or making direct sales, but as an extension of your brand that fulfills a specific need associated with your products or services.

For example, if you are a privately practicing midwife, you may have a responsive website detailing your services and providing relevant background information, and an app which allows a pregnant client to record symptoms which automatically sync with her file, creating a more convenient and thorough service.

If focused well, an app can be an invaluable addition to your digital presence. With the proper attention given, an app can be well worth the initial cost, providing optimally targeted marketing opportunities and unmatched convenience and functionality for your clients.

Want More?

Starting any new venture will come with a huge range of design decisions that need to be made. If you could use some guidance, try these articles:

5 Reasons Business Cards Still Matter

4 Ways Your Website Might Be Hurting Your Business

5 Advantages of Creating a Company Shirt

Written by Jane Murray on Wednesday, February 24, 2016

Jane Murray is a freelance copywriter based in Sydney. Apart from writing up a storm for the DesignCrowd blog on anything from logo design to Michael Jackson's shoes, she enjoys reading literary science fiction and hanging out with most animals except wasps. Get in touch via LinkedIn.