Mobile devices are undoubtedly the way forward. In the US, in 2019, 70% of recorded digital traffic came from mobile devices! Mobile internet use has overcome desktop use globally, and the edge keeps getting further out. A mobile presence, then, is essential for any event or conference you’re going to hold. But how to take advantage?
There are two main options: a functional mobile-adapted website, or an app. Which is better? The following will help you compare and contrast the advantages and disadvantages of both to help you maximize exposure and get everyone talking about your event.
Stage 1: Downloading
Apps:
- Your customers must have the right amount of space on their device to download the application
- Your customers must be willing to include it on their device
- Customers may see downloading as a layer of unneeded work on their part.
Website
- No need to download – the customer only needs the URL or a search engine result
- Easy to access from desktop or mobile devices.
Stage 2: Internet connectivity
Apps:
- Most apps are accessible even outside of connected areas, at least in the basic form.
- Apps carry a cache that can be viewed offline.
Website:
- Websites are never accessible outside of network-connected areas – think of those traveling on the subway looking to browse.
- Network glitches can destroy access entirely.
Stage 3: Involvement and communication
Apps:
- Offer options such as live-polling, Q&A, and community links
- Better engagement
Website:
- Delivers information in one direction without input from the user
Stage 4: Customization:
Apps:
- Require profiles that are entirely tailored to the customer’s wants and needs.
- Involve a tag-based networking option.
Website:
- Much more general.
- Not customized to individual users.
Stage 5: The User Interface (UI) and using the smartphone’s features
Apps:
- Very flexible and free for developers
- Specific platforms for building event building apps are already everywhere.
- UI benefits such as:
- Swiping
- Pinch-to-zoom
- Tap
- Gesture-based functionality
- Barcode scanning using QR code apps, etc.
Website:
- Heavily depend on the browser which the user prefers.
- Back, refresh, and other browser functions can interfere with the UI and User Experience (UX).
- It might work correctly on one browser and not at all on another.
Stage 7: Keeping your users
Apps:
- The average person looks at 4-5 more items on an app than on a website.
- People are more likely to stay longer on an app.
- People are more likely to sign up on the app.
Website
- Generate a lot of traffic
- Are not great at maximizing sales since people come to the site then click back off again.
Stage 8: Search Engine Optimization (SEO) Importance
Apps:
- Much less likely to show up in a general internet search
Website:
- Can be keyword-optimized and easily updated to place them at the top of search results
- Can reach the top in Google Rankings
- It generates the maximum possible awareness of your event.
Stage 9: Informing customers of updates and last-second adaptations
Apps:
- Push notifications for instant updates.
- Able to specify notifications based on groups of people.
Website:
- Time-consuming to update.
- No way to ensure all participants see every update.
- Promotable through social media
Stage 10: Going fast
App:
- Stored data can be accessed very quickly
Website:
- Limited by the webserver.
- Javascript is slower than most app frameworks
Stage 11: Brand dilution risk
App:
- Availability of white-labeled event-specific apps.
- Branding elements can be at the forefront
- No risk of brand conflict.
Website:
- Risk of your brand identity being overwhelmed by event-specific branding.
- Event-specific websites are pricey and time-consuming
Stage 12: Internet of Things (IoT) ready to go
Apps:
- Links to sign in, scan QR codes, make payments, etc.
- End-to-end tools for event promotions.
- Augmented reality and community features
Website:
- Certain immersive tools available
- Not as well-rounded as an app interface.
Overall, then, it’s clear there are advantages and disadvantages to both approaches. While apps seem to slightly edge out the competition in benefits, a stable website is clearly still essential. This is how you get and promote in the first place before people are ready to download an app!
24Stack’s Event App can ease the burdens of budgeting, communicating, and promoting your event.
Event apps are gradually becoming an industry standard. So, are you ready to take the next step?
