While the attention now is laser-focused on mobile-friendly websites, it's also important to note that the mobile world includes more than just Web experiences. Whereas mobile websites tend to deliver that first brand experience (think top of the marketing funnel), native mobile apps help engage customers who are closer to buying, or who have converted once and are now being nurtured.Customers engaging with brands on mobile apps tend to be the best customers. Analysis shows that they engage more, spend more and become brand advocates via social and other channels. As a result, optimizing mobile app experiences is just as important as doing so for the mobile Web.
