Regardless of your industry, it’s safe to say your target audience uses a smartphone or tablet on a daily basis. Without a mobile marketing strategy, opportunities to attract said audience are zipping past you every day. It’s time to join the game!

One of the first decisions you’ll have to make is whether you want a native, responsive or hybrid application.

Native

Native applications are mobile sites designed specifically for a particular operating system. For example, if your company chooses to create native applications, you’ll need to design one for Android and one for Apple iOS to reach the maximum number of users. Of course, there are other operating systems in existence, and you run the risk of completely bypassing potential end users unless you create one app for each system. Therefore, the native route can be expensive.

However, a native application generates the best user experience thanks to its customization. Native apps contain a familiar interface, making them easy for users to learn to navigate. Device features can also be integrated with the app, allowing users to grant access to the camera, geolocation, calendar and more. Finally, native applications are downloaded directly to the device, giving users quick access to your services and serving as a continuous reminder of your brand.

Facebook is a good example of a native app.

Responsive

Responsive sites represent the best mobile marketing option for companies on a budget. The website itself is scaled to fit the screen size and navigational capabilities of the device on which it is being viewed. There’s no need to create a different version of the website for each of the myriad mobile devices on the market; the website automatically “responds” to each device in order to give the user a working interface.

Instead of accessing your mobile site via a unique application, users simply open up their mobile web browser and type in the site’s URL. Instead of the “desktop version,” the mobile site will be displayed.

To see an example, head to driving-tests.org on your desktop, and then pull up the same URL on your mobile device. Note the streamlined formatting on the mobile version. The mobile version is displayed because you are viewing the site from a mobile device, and this streamlined view gives you the best user experience. It’s that simple!

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Hybrid

Hybrid applications are a “one-size-fits-all” approach. Developers essentially create one core application that is then integrated with the various device interfaces. By using plugins, hybrid applications can also allow users to grant access to the device’s camera, calendar, notifications, geolocation and more.

But there is a downside to hybrid applications: one small detail that goes amiss can cause quite a headache among developers. The device integration is not always seamless, and the labor involved in patching and repairing the application could just as well be spent on creating a fully native application. The performance of hybrid applications is also somewhat slower than that of native applications. In short, going the hybrid route is considered a bit of a gamble; it’s attractive because it seems like a great way to keep costs low, but sometimes it’s too good to be true. Check out TripCase for an example of a hybrid app.

Which Mobile Development Strategy Is Right for You?

To decide which mobile development strategy is right for you and your business, consider the following:

• Your current talent pool. What can your team create? Or do you need to outsource?
• Your budget. Responsive is the least expensive option; many web hosting companies include responsive mobile sites in their packages. Hybrid is a step up and native is the most expensive.
• Your goals. Do you just need to share information? Then perhaps a responsive site will do just fine. Are you creating a tool or resource? Consider an application.

If in doubt, start with a modest approach and enhance your mobile development strategy once your company outgrows the current iteration.