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RESEARCH, ANALYSIS & TRENDS

Dynamic serving offers the ad- Conclusion system of an App Store makes it
vantage of optimal loading times, unidentifiable by search engines.
which allows the user convenient Although Google openly prefers the But an app provides a huge num-
access through all devices, howev- variant responsive design, it has to ber of possibilities regarding user
er, at the same time the mainte- be emphasized that each of these tracking and valuable target group
nance effort and costs are higher options has its advantages, which insights. Furthermore, the perma-
for the required different versions of have to be combined in the best nent presence of the app increases
the website. possible way. A smartphone app is, customer loyalty sustainably - so,
for instance, an additional alterna- as you see, there is loads of room
tive to provide mobile content, how- for discussion left. ◊
ever, can’t be compared with an
own web version, since the closed By Daniela La Marca

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