For SMEs previously gripped by technophobia but are beginning to see the benefits of mobile technology today, the big question is whether to go all out and develop an app or simply optimize their websites for smartphones.

While the mobile site can be instrumental in getting more people to visit the website, apps do not require them to go to the website to get the information they need. Designed for touch screens, apps can run faster and offer better user experience in smartphones.

Before making a decision, business owners should work on a mobile strategy as part of their overall marketing initiative. Here are some helpful tips in getting started:

Evaluate the needs of the business and outline what it aims to accomplish.

Is the mobile website or app meant to entertain and promote brand loyalty, provide a service with ease, gather customer feedback, or a combination of these?

Understand the target market and make it relevant to them.

Will it be useful to existing and potential customers plus enable them to perform a function much more quickly and conveniently?

Aim to draw attention and show off the business’ unique selling proposition.

How will it be different from the others already out there and attract more customers that will lead to sales?

Of course, the move to establish a mobile presence also takes into account the kind of product or service offered by the SME.

Adopting a mobile marketing approach

Usually, new businesses that aim to widen their customer base begin with a mobile website as they hope to reach more people regardless of the device used. At the same time, this can help create awareness for the brand and is doable with very little budget.

Another option is to get a website already equipped with an online shopping cart but automatically optimizes for mobile devices. This is still affordable than developing an app with different versions for two platforms – Android and iOS.

At the minimum, a mobile website can support the business’ mass marketing efforts so it does not lose out on opportunity to attract digital-savvy consumers. This also makes sense when the SME regularly places updates or modifications to the website, as it is easier to do and won’t cost additional services from a developer.

But established names will benefit more from a mobile app since customers tend to search for the brand over the web. Thus, people are likely to download and use the app, which can be an effective tool for enhancing customer relationship and supporting related business processes.

Additionally, the app can offer a personalized user experience as the business appeals to various target customers. It gets better when the SME that is focused on a niche market knows the mobile usage of its customers. The app can be customized to suit the product and its users.

At this point, SMEs on the brink of a mobile shift should take note of the key features in an app:

• Only relevant information, short and sweet
• Time-saving, easy-to-use for people on the go
• Capable of generating quick response
• Effective call to action for tangible results
• Push alerts, limited/exclusive offers
• Mobile commerce enabled
• Ability to gather customer data, buying behaviour
• Cost-effective options for SMEs

As consumers increasingly turn to their smartphones and mobile devices to browse, search and compare as well as shop, buy and transact, it pays for SMEs to explore what mobile technology can do for their businesses today.