On the other hand, native apps in iOS, Android or Windows use a variety of technologies (Objective-C, Java, C#), but they all have one thing in common: you cannot change the behaviour or the content of the app without the cooperation of the code in the app. In the case of Adobe Target and DTM, just by adding two lines of code to a web page, you can do whatever you like with it. In the web, with familiar HTML, JavaScript and CSS, you can write code to completely change a web page. Without getting too technical, the technologies behind web and apps are completely different. Apps that are, in fact, a full-blown web in an app context, can use traditional web optimisation and personalisation tools. In this post, I am only considering native apps or, in the case of hybrid apps, only the native part of the app. Let me clarify something before I move on.
This is probably the reason why mobile apps optimisation and personalisation still infrequent. Web technologies allow a great deal of flexibility, whereas mobile apps are very rigid. Optimisation and personalisation in the Web is something all digital marketers do (and if you don’t, what are you waiting for?!).
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