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Most marketers have dropped mobile apps from their campaigns. Should you?

The majority of marketers have ditched the mobile app, with responsive design pushing iPhone and Android apps towards extinction.

Two-thirds (66%) of marketing professionals no longer include mobile apps in their marketing campaigns, according to a report that has examined the retail and e-commerce trends shaping 2017.

The State of Digital Commerce report complied by software creator Episerver, analysed the mobile presence of 100 top retail brands and has drawn on research with 1,200 consumers and 100 marketing professionals. It highlights that the majority of marketers (56%) are choosing a responsive mobile presence over mobile apps, while eight out of 10 retailers have now adopted responsive e-commerce sites.

Additional findings from Episerver’s annual benchmark show that nearly a third (32%) of top retailers don’t provide a mobile application across either iPhone or Android devices.

David Bowen, head of product at Episerver, said: “In 2017, mobile is going to play a bigger role than ever before in both marketing and retail.”

While mobile promotions and commerce are going to be hugely important for today’s marketers, mobile apps are going out of style, he added.

“This switch from mobile apps to in-browser experiences is largely being driven by the surge of mobile search and the introduction of Google’s AMP (Accelerated Mobile Pages) project,” he explained. “Retailers can also create ‘light weight’ webpages with all the functionality of a traditional mobile app.

“At the same time, consumers have grown accustomed to managing their lives through a web browser. As such, the idea of manually installing and launching a different app for each brand experience seems like an unnecessary hassle.”

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