Summary
The size of the smartphone market — and the buzz surrounding Apple's iPhone App Store — has many interactive marketers considering whether they should deploy mobile applications. Early success by some brands might lead marketers to mistakenly conclude that it's a no-brainer. Before proceeding, interactive marketers should clearly weigh the advantages of driving brand affinity, customer engagement, and possible revenue versus costs in time and resources and the potential pitfalls of a poorly executed application.
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