mobile advertising

mobile advertising

Mobile application VS mobile site: how to choose?


We cannot emphasize it enough: the mobile screen is the screen with which we interact most on a daily basis, both personally and professionally: when traveling, in the office, at home or on the go. Having mobile-friendly content is therefore essential. There are two major options for this. Either the development of a downloadable mobile application on Google and Apple marketplaces or the development of a mobile site also called a “web app”. There are advantages and disadvantages to both, depending on your needs. Let’s explore the subject together.

A mobile application

Advantages of a mobile application

Available on the App Store or Google Play, a mobile application is an integral part of a phone or tablet’s digital ecosystem. It’s usually optimized to make the best use of the available screen space. It’s a way to offer the highest level of quality and interactivity for its users. Each application can also interconnect with every other application already present on the device, such as Facebook, PayPal, and Twitter. When it comes to payment, authentication, and sharing, it’s fluid and easy to use, creating a good user experience which is fully integrated.

Mobile application notifications are an important tool to drive action and to share information. Indeed, they’re such a valuable tool that some companies, such as the NY Times have created specific and dedicated notification departments. Notifications can create a strong connection with the user, be used as a marketing tool or provide advanced services, especially when they are combined with geolocation as part of a “drive to store” approach.

Applications are always present on mobile screens and have quickly become an essential tool, given that 90% of time spent on smartphones is spent on mobile applications.

Disadvantages of a mobile app

A mobile application often requires an investment in terms of time and money which can be significant for big brands, particularly when it comes to advanced functionalities which require a multidisciplinary team of experts. An application requires the development of different versions depending on the OS (iOS vs Android) and for different sized devices too. Given the small size of the iPhone SE and the large size of the iPad Pro, an application is never really universal. This means that each update requires long and painstaking compatibility tests on all media and devices.

A mobile site

Advantages of a mobile site

Accessible via the internet browser of a device, a mobile website is compatible with any type of device; regardless of its screen size, power or internal features. This universality makes maintenance easier when it comes to fixing a bug, updating content, creating or deleting pages. What’s more, each correction or update is carried out in real time, the lag time between the two versions is reduced to the strict minimum.

Creating a mobile site isn’t more expensive or complex than a traditional website. Because it’s easier to manage, it’s easier to absorb the costs of a mobile site and to monetize it. For example, the British government made the decision to abandon all applications for mobile sites which are easier to maintain.

Disadvantages of a mobile site

A mobile site requires a browser and therefore an internet connection to work. It’s impossible to view it locally, just as it’s very difficult to integrate with the native functionalities of a device, such as Apple Pay, 3D touch, the camera or GPS.

Although the content is adapted to the size of a screen, it doesn’t necessarily adapt to your particular screen. The fold can cut off text or images and, be depending on how you hold the device, negatively affect the user experience.



Choosing a native mobile application and a web application depends on the needs and the ultimate aim of its intended use. If there are more technical or complex needs or if advanced or interactive multimedia content is required, an application is an appropriate choice. Conversely, if your priorities including keeping costs down, providing regular content updates and ensuring ongoing and flexible maintenance, a mobile site is a right solution.

In any case, mobile is a safe bet for brands which need to develop online!

If you’ve enjoyed reading this article, you can download our white paper “All You Need to Know to Boost the Performance of Your Online Campaigns”. You can also find out about our  performance marketing solutions or contact us directly if you require more information!

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mobile advertising

6 obvious reasons why you should extend your online marketing strategy to mobile marketing

marketing mobile

In the last 15 years, all businesses have been greatly impacted by a revolution that has radically transformed the way they work. The digital economy has changed our behaviour and opened up new growth opportunities and markets that were previously unimaginable.

Big data has taken centre stage, along with marketing automation or programmatic marketing. Showrooms have gone virtual, social networks have reinvented the customer relationship, and smartphones have become the consumer’s weapon. Shopping, comments, shares, searches… mobile is everywhere, all the time.

The big brands are adapting and are developing marketing campaigns that can target the right people, at the right time, in the right place, and on the right device, so as to send them personalized messages that are in tune with their current needs and wants.
If you have yet to make the leap, here are 6 good reasons which should help you on your way.

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mobile advertising

The key figures in mobile use worldwide

chiffres clés usage mobile

Every year for the past ten years has been predicted to be the year of mobile. However, that year has already come and gone! 2014 was the year that mobile device use exceeded that of traditional computers. In other words, a minor revolution at the time, leading to what now seems to be a normal situation. Between the development of 4G in most of the world’s countries, smartphones and tablets with improved performance, power or accessibility, and the breakneck speeds at which developing countries are catching up in terms or infrastructure and technology, the web is mainly accessed through mobile. However, communicating effectively on mobile requires a clear strategy and specifically designed solutions to reach the right person at the right moment. Do you think you’re ready?

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mobile advertising



 On the back of a market which is crystallising increasingly between two companies, with Google on one side and Apple on the other, the use of smartphones for web access overtook that of computers. Mobiles are becoming more and more involved in our everyday habits and are no longer a channel of communication, but rather a way of life. They are transforming usage and influence purchasing behaviour in a powerful way.
The major brands have understood that this way of life requires adjustments and investments. 2016 has been a pivotal year for mobile advertising, a year which highlights how those involved need to be even quicker to respond to technical developments as well as changes in consumer habits or behaviour. Here is a short list of aspects covering these key changes which will strongly influence how we operate in 2017.

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mobile advertising



The reasons for encouraging the download of your application are always the same: to optimise your return on investment by getting it downloaded, bought, shared and of course, commented on and recommended. While promoting a mobile application is intimately linked to the natural presence of your brand on the web and to the power you can mobilise, there is a set of good practices that you can work on before you go charging in. Let’s have a look at your options.

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mobile advertising

10 tips to help you promote your mobile app

faire la promotion de son application mobile

It’s no secret that mobile web users now outnumber desktop web users. Today, more people have access to the web from their smartphone or tablet than from a PC. And when we look more closely at mobile users’ behaviour, we find that 90% of their mobile browsing time is spent within apps, according to research by smartinsights. In a nutshell, if you don’t have an iOS or Android app, you don’t exist on the mobile web. But creating an app isn’t overly complicated if you have a serious project and the right support.

However, once your app is available for download, you’ll need to make sure that people know about it. To guide you along, here are 10 tips to help promote your app and generate downloads.

1 – Create a dedicated website

A basic website (e.g. one page) dedicated solely to your app may be enough to build a strong identity and impactful communication around the app. This website should present all the key information in a clear and concise form:

  • What’s the purpose of your app?
  • What does it do?
  • How is it useful?
  • How do you use it?
  • How do you share it?

This type of microsite is increasingly popular, as its sole purpose is to promote your app without cannibalizing your corporate website. It’s also important to refer to this microsite on your ‘official’ website, and provide direct links allowing users to download your app from the iOS and Android marketplaces.

2 – Produce a teaser

A few weeks before launching your app, you can produce a short video to illustrate your app and its essential benefits to users: what problem does it solve and what will it look like? You can then allow a limited number of users to download it in order to generate interest, maintain the surprise factor, and take advantage of feedback from these initial users before releasing the app to the public.
Are you lacking creativity? These few examples should inspire you:

3 – Create a blog

By devoting a blog to your app, you can reveal what’s happening behind the scenes or talk about your app’s content, but in a roundabout way. This is a great idea for developing your inbound marketing strategy. It’s also an opportunity to give a little background information:

  • Who developed the app?
  • What’s the feedback from users?
  • What’s the roadmap for improving the app or releasing a new version?
  • What new features are developers working on?

4 – Develop press relations

If you feel that your app really stands out and might appeal to journalists, then go ahead and send out press releases and press kits to trade journalists, or use the services of an agency that specializes in this area. Are you self-employed or short of funds? If so, focus on the local and regional press, who will be more than happy to promote the work of a local entrepreneur. What’s more, their articles could go on to attract the interest of national journalists.

5 – Think multilingual

If you’re a major global brand or if you plan to expand internationally, you should focus your efforts on English-language content right from the start. Your videos, websites, and all your documentation and tools should, at the very least, be available in English and in your local language.
The same goes for your app. By providing an English-language version, you’ll be prepared for any major expansion, you’ll save time, and you’ll reach more prospective customers.

6 – Work on your emailing campaign

You should also take the time to communicate by email, whether you already have hundreds or thousands of opt-in customers or contacts, or whether you’re still seeking them out. This may seem old-school, but it’s still an effective way to encourage downloads. email is ideal for sharing all kinds of information, including newsletters, app info, and links for downloading white papers or special reports on your industry.

7 – Take advantage of social media: organic or sponsored

Depending on your targets, use Facebook, Twitter, Instagram or Pinterest. There are many ways you can communicate effectively on these social networks to publicize your app. You can go further by purchasing ads that will instantly redirect users to their chosen marketplace for downloading your app. This is one of the most efficient ways to reach people who may potentially be interested in using your app.

8 – Launch a competition

You can encourage your community to interact with you by launching basic competitions on a specific platform or simply on social media. Examples include photo competitions with a special hashtag, quizzes and prize draws. It’s up to you to find the right mechanism that will encourage users to compete for prizes and talk about your app. There are many applications available that can organize this type of competition for you, and some are free-of-charge.

9 – Pay close attention to feedback

Most of all, don’t ignore negative feedback. Take the time to contact or reply to people. Users are your brand ambassadors. If you treat them well, they’ll reward your efforts. What’s more, this feedback will help you identify and fix bugs or malfunctions.
You should also pay particular attention to your app’s illustrations and descriptions in the iOS and Android marketplaces. Try to formulate the right words and provide specific illustrations that show what your app looks like and how it will be indispensable to future users. Your page on Google Play or iTunes is your storefront. It should be flawless!

10 – Build close ties with influencers

You can invite bloggers and Facebook or LinkedIn groups to test your app free-of-charge, without necessarily expecting anything in return. The fact that they’re aware of your app could open doors for you. Adopt an influencer approach rather than a sales one. If you feel that your paid app could appeal to a specific target, offer it to them at a discount or free-of-charge. Also, pay close attention to how they use the app because these influencers will be an integral part of your community.

There’s a wide range of techniques that you can deploy to promote your app, but obviously, everything hinges on the app’s inherent quality. It’s better to take your time and launch a genuinely efficient, functional and bug-free app, rather than rush to release an app that is poorly designed and not very useful. An effective promotional campaign can boost sales of a good app, but can never save a bad app from disaster!

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mobile advertising

How can you optimise your cross-device advertising strategy?

publicité cross-device

Today it is almost impossible to talk about digital marketing without coming across the phrase cross-device. Cross-device is another way of saying multi-device and is used to describe people’s behaviour when they use the Internet on a variety of difference devices (smartphone, tablet and computer). These different types of usage pose different challenges to brands who want to follow their visitor’s journey; they have also pushed brands into improving user experience and optimising their advertising strategy. If you want to be just like these brands then you need to become a cross-device advertising optimisation specialist!

Why is cross-device important?

According to Criteo’s most recent study, 40% of e-commerce transactions are carried out cross-device. This means that customers started their buying journey on one device but completed it on another. In fact 30% of final transactions were carried out from a mobile device (the majority of which favoured the smartphone over the tablet).

In short: Buyers are device hoppers, mobile and unstable. The buying journey has never been so erratic and this trend doesn’t look set to change.

You think it’s a problem? On the contrary, this is a great opportunity to take the bull by the horns and get ahead of the competition by focusing on a clear, cross-device strategy for your advertising investment.

Have clear objectives

Cross-device isn’t an actual strategy. It’s a technique which you can use to follow an Internet user’s journey across different devices. You need to work on your target very specifically, using third party data, your CRM or social networks. You also need to work on the conversion tunnel for your Internet users with precise identification of each stage. Your advertising investment isn’t single channel. You’re not going to communicate the same information in the same way on all of your media platforms. That’s why it’s important to know what really counts in your business.

What kind of return are you expecting on your investment? What are the main objectives? Are you trying to increase your conversion rate? To lower your bounce rate? To generate new visits? To change the amount of sales revenue you generate via a smartphone or tablet? To prompt people to download something? To get them to sign up to an event?

Create a promotion which fits with your products.

When you address a niche market or the public at large you know that your target is made up of specific segments which have different consumer habits. Cross-device marketing allows you target these groups and anticipate their behaviour using buyer personas (profiles of your customers).

A concrete example: if you sell a pair of trainers, it could be bought as easily by a student using Pinterest on their mobile, someone in their thirties via Amazon on their tablet or someone in their forties on their computer using an affiliated link on a blog using good old Internet Explorer. You can see that it is essential you adapt your communication to fit each target. Each person will buy the same product but each buying journey will be different. With this ‘consumer centric’ approach (meaning the right user, in the right place, using the right media at the right time), you’ll be able to efficiently optimise your investment.

Know your sources

What is distinctive about cross-device is its significant ability to smoothly navigate across different media. The times of one navigation tool reigning supreme are long gone. Now you have to take into account mobile phones and tablets, each with different OS platforms, and carry out even more in-depth analysis, segmenting by usage, screen size, type of mobility etc.

In order to be effective, you have to know your sources well, by this we mean how much each device brings in. 70% of customers use their mobiles? Then your strategy would be radically different from those who use the internet on their desktop or if, on the contrary there was no evidence of a particular device being more popular than another. This behavioural data has considerable impact on your cross-device strategy and should be continually monitored. Without in depth knowledge of usage by device type you cannot create a cost-effective, adapted advertising strategy!

The same is true for affiliates. Even if they are paid per click or purchase you have to follow those who are most effective, those who make the most effort to generate interest and who have the best conversion rates. It will be worth your while to invest in them and make them loyal to your brand.

Optimised tracking for more conversions.

If you carefully study the habits and purchases of internet users across your various media, you will be able to harvest a great deal of useful data to optimise your publicity strategy and create new offers and position your brand more accurately. All of this data will help with your tracking and your ability to know exactly what does and doesn’t work.

Then you will be able to come to several conclusions which have a direct or indirect impact on your advertising. Does affiliation work better than display advertising? Does an influencer campaign have better impact than sponsored links? Think about seasonality and longer-term. It is obvious that the Christmas period is a really busy time for e-commerce sites. Your analysis should take this seasonal bias into account in order to construct medium term plans and optimise your cross-device advertising.

If you enjoyed this article, take a look at our performance marketing solutions and contact us to find out more!

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