When it comes to mobile marketing, the name of the game is coverage and user retention: businesses have to reach out to as many people as possible and keep them engaged for as long as possible. This can be achieved through mobile websites and mobile applications or apps. Many people use these terms interchangeably, not knowing that mobile sites and apps are two entirely different concepts.
As the name implies, mobile websites are accessed through a web browser. They are typically watered down versions of larger sites designed to be accessed on desktop and laptop computers. Mobile apps, on the other hand, are miniature computer programs designed for a particular purpose, and they need to be downloaded and installed before they can be used.
Contrary to what people may think, neither of these two are better than the other. In fact, they complement each other: businesses use mobile websites if they need to reach out to a large audience, giving the latter a reliable channel for communication (i.e. mobile networks). If they need to focus on a specific purpose like information dissemination, shopping, and entertainment, businesses launch a mobile app designed for these, thereby allowing businesses to satisfy their customers more directly.
In addition to this, both mobile sites and apps can have mobile-specific functions like real-time mapping and click-to-call features. It only goes to show how important they are in mobile marketing.