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|Marketing Objective||Attracting new customers||Creating loyal customers|
|Mechanism of Use||Open a browser, enter website URL||Tap an icon on smartphone screen|
|User Interaction||Customer visits, completes an activity, exits||Open, two-way and ongoing; push notifications enable on-demand communication|
|Marketing Advantage||More responsive to search queries (in most cases)||Engagement, loyalty and ease of use. App "lives" on user's device.|