Many small businesses looking to increase their mobile presence today are considering the development of mobile apps. These handy tools can, in fact, be great new ways to connect with audiences on the go. However, they are most effective when their function is well thought out in the context of the larger mobile website and presence.Following are four areas in which we believe mobile apps can be most effective, especially for small businesses with good mobile websites:1. InteractivityAny function that requires or offers interaction between the user and the site or app is a great candidate for a mobile app. Many customer service functions, for example, fall into this category. Tracking payments, order status and shipping are ideal focal points for a mobile app. In addition to requiring customer to enter information, the general process for obtaining this data is not something that is subject to frequent change (or, at least, it should not be).2. PersonalizationA
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