Progressive Web Apps?

|In Technology
|By Digital Galileo

No More App Store for your Mobile Marketing

Technology is changing quick, wait it changed again. That pretty much sums up the speed of today’s mobile and application trends converting to real-world technology staples. One of these newly stabilized and Google “blessed” (in 2015) technologies is AMP (Accelerated Mobile Pages) and PWA (Progressive Web App).

In an article for Forbes, Andrew Gazdecki offers a high-level explanation:

Mobile websites are quick and easy to get to, but they tend to be less pleasant regarding user experience. Native apps provide the finest user experience, but they are limited to certain devices and have high barriers to adoption. Native apps require a download, which means generating considerable buy-in from consumers first and losing the benefit of impulse behavior. Sitting between these options is the newest mobile solution: the PWA.

The benefits of using these technologies are very important for marketeers, brands, and agencies. Utilizing mobile to reach consumers is not an option, mobile should be part of every marketing mix. But to have a rich and user friendly experience operations like load time for interfaces do matter. The human experience is what counts at the end of the day… or better yet at the end of your campaign and performance reports.

• In mobile first impressions count; studies show that if the load time for a website take more than 3 seconds then more than 53% of all users will drop off. (source DoubleClick)
• Faster transition is also a plus “between” pages/screens in your marketing and promotions mobile web app
• User Interface looks just like an App when viewed on a mobile phone; versus bulky and bloated non-mobile/responsive websites which work on desktops but try finding the menu
• Opt-in options for permissions (mailing list, push notifications, updates)
• Offline content is accessible (try that with your non-responsive ready website on a mobile phone)
• No worries of engagement barriers with call-to-action asking to go to App Stores (Apple App Store or Google Play)

 

 

“These days, if it isn’t instant to load on your phone – it’s not fast enough. Consumers are just to distracted with the digital world. Even the most memorable creative won’t serve its purpose if the mobile promotion is slow and is disrupting the user experience (UX).” explains the AMP site.

The conclusion is if you are serious about your messaging on one of the most important marketing channels, mobile, then as a brand or agency you must keep up with the latest technology solutions with the right vendors and business partners.