Summary
Mobile apps hold exciting potential for interactive marketers to reach their audiences through mobile devices in ways the mobile Web can't. But today, mobile apps receive a mixed response from marketers: Some jump at the chance to start an app campaign, while others are gun-shy. This report explains who the mobile app audience is today, when a mobile app is the right marketing solution, and how marketers can create an effective app marketing strategy by following Forrester's addressability framework.
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