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Mobile has opened new doors to acquire and engage consumers, but it’s not easy to get right. In the desktop world consumers engage with brands exclusively in their browsers, but mobile apps add an extra challenge for marketers to understand.
Marketers often ask us: “app or browser?” But that question is based on the false assumption that apps and mobile web are mutually exclusive. As our recent report, The New Mobile Mantra, indicates, it’s important to view the two channels as complements to each other. Ultimately the decision to use an app or a browser depends on the task the consumer is trying to accomplish, the frequency of that task, and how convenient the consumer views the app or browser experience.
Watch the recording of our recent webinar on this topic below to learn more: