Why you need a mobile agency AND a digital agency

Why you need a mobile agency AND a digital agency
SHARE
THIS



We all know it – the world is currently going through a mobile revolution. Consider these key stats:

1.       On average, people check their smartphones 34 times each day
2.       91% of adults have their smartphone within arm’s reach 24/7
3.       Users spend on average 127 minutes each day using mobile applications
4.       Mobile web usage increases at 34% each year, and will overtake desktop web usage by 2015 

It is clear that the mobile space is growing, and within a few years it will grow to become an essential part of every business’ digital strategy. However, while the technology has clearly advanced, the same can’t be said for the agency landscape and how businesses are approaching their mobile strategy.

Today, too many businesses are relying on their traditional digital agencies with a web focus to do their mobile strategies, when in fact a mobile specialist agency should be used for this new and unique channel. Mobile, as a medium and channel of communication, has grown so much in the last few years that it is now an entirely new field in itself, distinct in technology and design to the point that a separate set of rules and strategies are required.

Despite superficial similarities, mobile is different to traditional web-based digital products in many ways. Technically, 80% of mobile usage time is spent in apps, not the browser, so the underlying technology used to create mobile solutions is Objective C and Java, rather than web-based HTML. Behaviourally, people use mobile more spontaneously than desktop – in trains, while waiting for the bus, in cafes, and as a result, the usage pattern and attention span is different to that of a desktop device. User experience-wise, mobile is limited by screen space, which makes apps structurally different to their desktop and web counterparts.

This isn’t even taking into account other factors such as app store approval, legalities around how functionalities can be implemented, hardware limitations due to device fragmentation, and differences in mobile app SEO and marketing guidelines that make mobile a distinctly different space than other digital solutions.

Thus, when the underlying medium is so distinct from each other, the overall strategy and thinking process for solving a mobile-related business objective must also be different to accommodate for the differences in technology, behaviour, and design.

As such, having both web and mobile under the traditional web-focused digital umbrella is misleading, and I have come across many cases where an agency believes they can do mobile because they have done other digital and web products, but then they have stumbled at each step of their mobile campaign, at the strategy, design, development, and marketing stages when they attempt to apply their web-based approaches to their mobile solution.

At Buuna we work with clients who understand that the digital ecosystem has grown too large to exist under one generic umbrella. While you need web specialists for web and other digital products, you also need mobile specialists for mobile. Both need to co-exist, but specialists are required if you want success in both fields, and you can no longer rely on traditional web-based digital agencies for your mobile campaigns if you want to achieve measurable and meaningful results.

 Paul Lin is CEO and founder of strategic mobile agency Buuna. 

Please login with linkedin to comment

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]