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What Is Best for Your Business?



What Is Best for Your Business?

Choosing whether to build or acquire a mobile app is a tough decision for growing businesses. Every business is unique, as are their app requirements. There are numerous factors to consider, and each option has advantages and disadvantages. So, in this article, we’re going to look at the pros and cons of building versus buying to help you and your team come to a solid decision.

Building your own mobile app

Before weighing the benefits and drawbacks of developing an app, you’ll need to take into account whether you can afford an in-house IT team. If you already have a team, but they can’t take on this project for whatever reason, you can hire a third-party company that specializes in mobile app development.

Pros of building a mobile app

  • Back-end integration: If you already have the infrastructure for your website in place, you can simply connect your mobile app to it. Everything from user accounts to payment systems, analytics, and databases can be used. Your data will be consistent across all platforms and presented in the same way.
  • UX design and branding: Your users will expect to see your app in sync with your brand and to have a smooth experience using it, which is where UX design comes in. Building your own app from scratch gives you complete control in this aspect. And with proper UX design, you’ll tailor your app to the demands of your customers.
  • Security: When you’re building an app from scratch, you simply have full control to make sure it’s a high-quality job – and that includes leaving no security gaps whatsoever. A well-built, fully secure app will always prove to be worth more if you ever need to value your app before selling further down the line.

Cons of building a mobile app

  • Time: Getting to the MVP stage of your app will take at least 3-5 months up to a year. And that’s assuming you have a dedicated team working on it and everything goes according to plan.
  • Cost: We can’t say exactly how much you’ll spend on this, as it depends on many factors. However, we can tell you that it will be expensive, especially if you require an app for both Google Play and the Apple store.
  • Maintenance and testing: You’ll have to do rounds of testing for your mobile app after it has been developed. Anticipate at least a few bugs, which you’ll need to address as soon as possible. Once everything appears to be in order, you won’t be completely done – there’s maintenance to think about. It’s a good idea to decide who will be in charge of that upfront, as app maintenance is a continuous operation.

Buying a white-label mobile app

A white-label app is a mobile app created by companies or freelance developers to mimic the primary features of a market-leading app. It allows you to choose the features and properties you want. A white-label app has pre-built structures, architectures, and code that can be changed.

Pros of buying a mobile app

  • Cost: It is unquestionably less expensive than starting from scratch – after all, you won’t be the only one using it, so it has to be cheaper.
  • Time: You can also save a lot of time by using an app that has already been created. The only thing you need to do now is tailor it to your company’s requirements.
  • Maintenance and testing: When it comes to testing, white-label mobile apps are typically tested by developers or organizations with several experts at each stage, as well as by customers. As for maintenance, in most cases, after you purchase a white-label app, you will get access to free unlimited maintenance support.

Cons of buying a mobile app

  • Scalability and poor UX: Only a few functionalities are available in white-label apps, which might have a significant impact on your user experience. With these features, creating a personalized UX will be difficult. They also don’t leave much room for flexible scalability because they’re replicas of existing modules.
  • Unwanted features: Because they’re based on existing modules, there’s a good chance you’ll end up with features you don’t want. You can probably remove them from the code, but just in case, it’s best to contact their customer support first.
  • Security: The issue with white-label apps and security is that anyone can buy and familiarize themselves with code. This makes it more vulnerable to cyber-attacks and puts user privacy at risk. Even ransomware has been used to seize control of devices in the past.

In Closing

Essentially, building your own mobile app will be much more expensive, but it can prove to pay off manyfold in the future. If you’re not ready for that kind of investment or you simply don’t have the time, buying a white-label app might be the right solution for you at the moment.

Either way, if you’re going to buy a mobile app or enlist the help of a third party to build one, do your homework. Don’t take it lightly, and consider all of the factors that are crucial to your company.

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MarTech’s email marketing experts to follow



MarTech's email marketing experts to follow

Email marketing isn’t easy. There are so many moving parts — personalization, permissions, frequency, readability, mail transfer agents, engagement, sender reputation, segmentation and much, much more. A mistake on any one of these and it doesn’t matter how good the rest are. Worse yet, today’s mistake may have been yesterday’s right thing to do. 

To help you, we’ve put together the list of email marketers who always know the best practices and latest developments. This is who you have to follow if you don’t want your email campaigns getting left behind.

In alphabetical order, they are:

Jen Capstraw

With more than 20 years of experience in digital marketing, Jen has done it all. Her understanding of business and email has fueled her desire to help others, most notably as president and co-founder of Women of Email, an association of 8,000+ aimed at promoting leadership and cultivating professional growth among women in the email space. In addition to being founder and fractional evangelist for the Idea Empire consultancy, she is co-host and co-creator of the popular Humans of Email podcast. Catch up with her latest writings, videos, webinars and more here.

Justine Jordan

“In a thousand years, I never thought I’d make a career out of email marketing,” Justine writes on her website, “but I can’t imagine it any other way. Dare I say it’s ‘been a blast’?” Her first email marketing job with ExactTarget (now Salesforce Marketing Cloud) got her hooked on the data-centered rationale behind email design. From there she went on to be CMO at Help Scout, the Email Experience Council’s 2015 Email Marketer Thought Leader of the Year, VP of Marketing at Litmus and now head of marketing at Wildbit. 

Dan Oshinsky

Dan has gone from innovating the news to innovating newsletters and email. He started out in journalism creating a channel for long form news and the Tools For Reporters newsletter. He went from there to director of newsletters for BuzzFeed and The New Yorker magazine. He runs the email consultancy InBox Collective and publishes the appropriately named NotANewsletter. It’s “a monthly, semi-comprehensive, Google Doc-based guide to sending better emails” with 9,000+ subscribers.

Kath Pay

Hard to say which accomplishment Kath is best known for. It could be because she’s founder and CEO of Holistic Email Marketing? Perhaps. Or because she’s the author of the best-selling “Holistic Email Marketing: A practical philosophy to revolutionize your business and delight your customers.” Very possible. Or because she is a world-renowned speaker and trainer. Or possibly because she was named one of the top 50 email marketers in the world by Vocus. She is certainly well-known for the many popular articles she’s written for MarTech. Read her blog here.

Ryan Phelan

Ryan is truly an old-hand at email marketing. The co-founder of and managing partner RPEOrigin, he has more than two decades of global marketing leadership for high-growth SaaS and Fortune 250 companies. He knows email from the big picture to the latest coding trends. That’s why he is Chairman Emeritus of the Email Experience Council Advisory Board. A popular and frequent MarTech writer, you can also read his personal blog here.

Dela Quist

Dela is internationally renowned for his innovative use of data analysis to challenge myths and preconceptions in email marketing. He is a true pioneer in the field who began using email as a marketing channel back in the 1990s. Today he is founder and CMO of Alchemy Worx, an audience management agency specializing in email marketing, SMS marketing, and paid social. And one other thing, he was the ANA Email Experience Council’s 2022 Email Marketing Thought Leader of the Year.

Elliot Ross

Currently the technology evangelist MessageBird, Elliot loves to help other email marketers. He is managing director/founder Look at Action Rocket, the creative studio for emailers, where he is managing director and founder. He’s also CEO and co-founder of Taxi for Email, an app that helps marketers make better email. He hosts of EmailTalks podcast and is a regular conference speaker on email design. Even with all that he appears to have some spare time, which he spends as member of the Best Practice Hub of the DMA Email Council. 

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About The Author

Constantine von Hoffman

Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.

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