In this article, the author notes that the mobile Web is superior to apps for marketers because, "The mobile Web is intrinsically more searchable, discoverable, measurable and testable – ultimately providing greater ROI for mobile initiatives with less effort and complexity."

The specific reasons for this include:

• The common code base makes transferring the efficiencies of the desktop experience to mobile platforms so much easier.
• HTML5, which makes creating device-independent content strategies a reality.
• Mobile sites obfuscate the need to participate in app stores, removing the barrier to entry and discoverability issue.

Read the complete article at Mobile Marketer.