The debate over mobile apps versus responsive websites is often framed as an either/or proposition. However, a growing consensus, fueled by the rise of artificial intelligence and evolving consumer expectations, suggests a more nuanced approach is needed. Matt Hudson, founder of BILDIT, argues that the core issue isn’t *whether* to have an app, but how mobile strategy is integrated organizationally and how it prepares for the coming wave of AI-driven discovery.
Hudson’s insights, shared in a recent episode of the “How I Grew This” podcast with Amanda and Adam of Branch, emphasize that a successful mobile presence isn’t solely a technological challenge. It’s fundamentally an organizational one. “The entire org of your company, no matter how big or small, has got to be vested in the growth of the mobile app,” Hudson stated. This means breaking down silos between teams – marketing, development, and product – to ensure a unified strategy focused on delivering a seamless customer experience.
BILDIT specializes in native mobile app development, and Hudson’s perspective reflects a belief in the power of dedicated mobile experiences. However, his argument isn’t simply a defense of apps over web-based solutions. Instead, he contends that many companies haven’t adequately assessed whether a mobile app is even necessary for their business. He proposes a “Five-Point Framework” to help ecommerce businesses determine if an app investment makes sense, focusing on factors beyond simply having a mobile presence.
A key element of this framework, and a recurring theme throughout the discussion, is the concept of return on ad spend (ROAS). “If the mobile app doesn’t improve your ROAS, your return on ad spend, nobody’s going to do anything with it,” Hudson explained. This pragmatic approach shifts the focus from vanity metrics like downloads to tangible business outcomes. It also highlights the importance of accurately measuring the incremental value an app brings to the overall marketing funnel.
The conversation also tackled the often-debated issue of channel cannibalization – the fear that an app will simply steal traffic from existing web channels. Hudson dismisses this concern, arguing that customers prioritize convenience above all else. “You know who doesn’t care about cannibalization? The customer. The customer. They want the easiest experience to convert.” This perspective suggests that businesses should focus on providing the best possible experience across all channels, even if it means some traffic shifts from web to app.
However, the most forward-looking aspect of the discussion centered on the impact of artificial intelligence, particularly large language models (LLMs), on how consumers discover products. Hudson draws a critical distinction between traditional Search Engine Optimization (SEO) and “AI discovery optimization.” SEO, he explains, focuses on ranking in search engine results pages (SERPs), while AI discovery relies on algorithms that understand user intent and personalize recommendations.
This shift necessitates a new approach to data. Hudson emphasizes the importance of implementing “AI-ready data” on websites today, specifically focusing on embeddings and vectors. These technologies allow AI algorithms to understand the semantic meaning of content, enabling more accurate and relevant search results. Essentially, it’s about moving beyond keyword matching to contextual understanding.
The discussion also touched on the technical aspects of app development, with Hudson advocating for React Native and cross-functional teams that bridge the gap between web and mobile development. He argues that these approaches accelerate app growth and reduce development costs. React Native, a JavaScript framework, allows developers to build native mobile apps for both iOS and Android from a single codebase, streamlining the development process.
The implications of these insights extend beyond individual businesses. As AI continues to reshape the digital landscape, companies that prioritize organizational alignment, data readiness, and a customer-centric approach will be best positioned to thrive. The future of mobile isn’t simply about building an app; it’s about building a cohesive, intelligent, and adaptable mobile strategy that integrates seamlessly with the broader digital ecosystem. The conversation underscores that a successful mobile strategy is no longer a technical problem to solve, but a fundamental business imperative to embrace.
BILDIT, founded by Hudson, has been actively involved in the mobile app development space for several years, launching a fully customizable native mobile app development platform and publishing insights on mobile app marketing through its blog. The company’s focus on native apps reflects a belief in the performance and user experience benefits of this approach, particularly as mobile devices become increasingly central to consumer interactions.
