Will Apps Really Kill The Web?

How many times will Wired predict the death of the web browser before it actually happens?

All kidding aside, the web’s percentage of total Internet traffic is shrinking.  Video is mostly to blame, but it begs the question concerning what else will erode the traditional model of viewing content via a web browser.  Depending largely on device adoption, apps may be a big part of that.

That’s the topic of this week’s piece in iMedia. Yes, apps may be the flavor of the month.  Fast Company even believes we’re in an app bubble.  But, if done the right way, apps give people a way to access utility and content from mobile devices that doesn’t involve awkward fumbling with a mobile browser.  I think its inarguable that utility is the key here – content is nice, but it’s more compelling to download an app that gives access to functionality and utility that otherwise wouldn’t be available on a mobile device (or would be too clumsy via a mobile web browser).  So brands that expect to debut apps that merely push content at users could probably stand to re-evaluate that tactic.

Apps may cannibalize web browsing to a degree, but they won’t kill web browsing as we know it.  One good reason?  We still engage in quite a bit of casual content consumption that’s probably best served up in a browser.  Another good reason?  New media channels don’t obliterate old ones.  They merely erode them.

The best way for marketers to make sense of the app mania is to think about what utility consumers expect from your brand.  If you start with “how can I push marketing messages to my consumer?” you’ll likely fail.  If you start with “what utility can I extend to the consumer that will be useful and help keep my brand top of mind?” you’ll do better.  So if you’re Gibson Guitars, an app that pulls in video from your YouTube channel probably won’t be as successful as a lightly-branded app that shows chord fingerings.  Sponsored utility is the name of the game.