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The pros and cons of native vs. mobile Web apps

SUMMARY: Mobile-optimized websites are less expensive to develop than native mobile applications, but there are pros and cons to each, writes Dave Meeker. A native app's icon is in itself a constant company brand reminder. Also, the apps can utilize the features of the mobile device better and usually run better, but they require downloading by motivated users, and updating them is not as easy as a mobile Web app. Timing is also a consideration, so a mobile Web app may be preferable for temporary campaigns or limited-time promotions, writes Meeker.

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“Marketing used to be pretty simple.” Not anymore.

That’s how Joe Payne, Eloqua’s CEO, opened his Eloqua Experience keynote on what modern marketing is, and what modern marketers need. Everyone, as he put it, is talking about marketing. The world has taken notice.

The Internet, mobile, social media, and analytical tools available have flipped the equation. Where once sales was able to control most of the buying process, customers now can run the table. As a result, marketers are responsible for the majority of the buying process: providing the education, keeping buyers actively engaged and aiding sales in closing the deal.

This is a daunting amount of responsibility. And for marketers to succeed, there are five indispensable requirements of modern marketing.