At some point a business’s marketing team will have to grapple with the question of digital assets ? whether a responsive website is needed or whether an app would be the best option.

Many will even decide to develop both, but what exactly is the difference?

Apps

The world of apps is growing incredibly fast, with 76% growth in 2014 alone and a mind-boggling 2.079 trillion app sessions across the world during that year.

Apps are another way of reaching out to your customers and allowing them to carry out certain functions on a limited version of your website via a digital device, such as a smartphone or tablet.

Customers might be able to browse a catalogue, book a ticket, read some news, or sign up to an event. It is vital to know exactly what you want your customer to be able to do on your app and to make it as simple and user friendly as possible. For most businesses an app may offer more than one function, but the single overriding purpose of the main website will be presented in a simple and accessible way via the app.

Responsive Websites

A responsive website is designed to allow users of different browsers and operating systems to access your content in the same way for a consistent brand experience. This means that whether users are accessing the site from a laptop, tablet or smartphone, they will be able to see the content clearly, cleanly and in the way it was intended. Most modern template sites such as WordPress or Umbraco offer responsive templates for easy development.

The majority of businesses, however, will use a web developer to design their digital assets to their specific requirements. For web design in Essex, agencies such as Enovateltd offer a whole host of digital services tailored to suit the individual needs of the business.

Both?

The vast majority of web-savvy commercial brands will certainly consider developing both an app and a responsive website, with the former being yet another way for customers to engage with the brand and the product on offer. The right starting point is to establish your overall digital marketing strategy and then assess the tools and platforms that will help you to achieve your broader business and marketing objectives.