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

Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping
  • Marketing

Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping

After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]

Visit Sunshine Coast Hires New Head Of Marketing
  • Marketing

Visit Sunshine Coast Hires New Head Of Marketing

Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform
  • Campaigns

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform

GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]

JCDecaux Announces New Partnership With Bush Heritage Australia
  • Media

JCDecaux Announces New Partnership With Bush Heritage Australia

JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]

Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR
  • Media

Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR

Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]

Business and technology concept.
  • Partner Content

Make Your CX Stand Out From The Competition

It's top tips to ensure your CX stands out from the competition. Then again, you could simply plagiarise their stuff.

Partner Content

by B&T Magazine

B&T Magazine
Why The Future of Work Is Hybrid
  • Opinion

Why The Future of Work Is Hybrid

This expert argues the future of work is hybrid. Which is sad news, as B&T'd preferred it was rhumba or the bossa nova.

Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance
  • Advertising
  • Marketing

Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance

In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]

UK Based BankiFi Expands To Australia
  • Marketing

UK Based BankiFi Expands To Australia

Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]

5 Gum Announces New Twitch Partnership
  • Media

5 Gum Announces New Twitch Partnership

Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]