With the astronomical increase of Smartphone use over the past two years – smartphones generated 46% of traffic in the AdMob network, up from 22% two years ago* – the question above is becoming more and more relevant. Certainly, based on current popularity, many people might naturally opt for the app. Marketers, however, shouldn’t be too quick to discount a mobile site.

For many clients, a mobile site will most likely be the most cost-effective option. In fact, for some, it may be their only option. And while this might sound like settling to some, the impressive web capabilities of newer Smartphones and the development of HTML 5 allow a mobile site to offer much of the same functionality and content that an app can. Take a look at each option.

** According to a report released in January by Mobile search company Taptu, they estimated a total number of 326,600 Mobile Touch Web sites. This compares with 148,000 iPhone apps in the App Store, 24,000 apps in the Android market and 4,000 apps in Blackberry’s App World (as of
December 1st).
*** According to a 2009 Forrester Report

Basically, if you want to create a mobile site or web app for a product or service, you only need to do it once and it will be accessible from all web-enabled Smartphones. An app, on the other hand, will require producing up to three separate versions to reach the same audience – adding to already significantly higher development costs.

So, what’s the answer to the question posed in the title? The answer is: don’t forget to ask the question. Depending on your client’s situation, the answer will change – and in certain circumstances it might be “both.”

What are you most likely to use – a mobile site or an app? Let us know in the comments.

*AdMob Mobile Metrics report, May 2010.

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Oh, the Snuggie. Never in recent memory has such a ridiculous invention sparked such a pop culture phenomenon (although Silly Bandz are certainly in the running). The Snuggie is that invention that people everywhere wonder, “Why didn’t I think of that?” And although the Snuggie ads are the cheesy, poorly-acted epitome of infomercials – my favorite part is all the actors at the sports event cheering in their Snuggies – the makers of Snuggies are actually quite cleverly taking advantage of social media and multimedia.

Allstar Products Group, the makers of Snuggie, take the thousands of parodies on YouTube – 1,440 to be exact as of this posting – in stride. They even post some of the videos on their website. And now they have recently announced the Snuggie Choice Film Awards Contest – allowing contestants to submit “a Snuggie brand commercial, short film, documentary or parody.” The winner will receive $5,000, a trip to NYC and the opportunity to produce a potential 2011 Snuggie ad.

I believe this campaign is genius because it reaches out to both those who love and those who love to loathe the Snuggie. The folks at Allstar Products Group are following the number one rule of social media – engagement – by letting their fans, followers and haters become a part of the brand.

The real beauty of this contest: Snuggie will no doubt generate more attention and nab some fun commercial ideas. Only truly brave companies have the guts and creativity to embrace mockery and turn it into a promotion of their product. Certainly other businesses can follow this example, not only in terms of multimedia usage but also by Allstar’s willingness and ability to turn the negative into a positive.

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