This all hinges on a key prediction backed by some striking research: while mobile apps are winners today in terms of their ability to reach significant numbers of users and customers, forthcoming changes will eventually make the mobile site the superior long-term strategy.

In the past, apps had a deceivingly "fluffy" image. Today, on average, Fortune 500 brands offer up to ten different apps to their customers. And, studies have shown that apps influence purchase decisions and loyalty incrementally more than mainstream media advertisements. One reason for this may be that, in the case of mobile app marketing, customers "talk to" the app (e.g. they tell the app what to do or what problem to solve) as opposed to being "talked to" by a brand.