The number of mobile users today is greater than the number of desktop users!
Consequently, businesses have realized the need to effectively use mobile channels for attracting customers. They have started new operations (or scaled existing ones) through mobile websites and mobile apps.
While businesses with large wallets can afford to employ both mobile websites and apps, other companies might have to choose one of them. The choice between mobile apps and websites depends on their cost, usability, required features and the audience they serve.
That being said, studies show that users prefer mobile apps more than mobile websites. This makes for a strong reason to have mobile apps for reaching out to potential (and existing) customers.
In addition, there are various other reasons, too, that make mobile apps better than mobile websites.
For the last couple of decades, email has been the most widely-used business communication tool. Businesses have extensively used email (some almost abused it) to reach out to their users. As a result, email has lost the effectiveness it once had; its open rates and click rates have constantly dropped.