How can brands decide whether launching a mobile app makes sense for their business and customer base?

With location-based services as the latest fascination, and iPad orders increasing daily, many brands are tackling the question of whether launching a mobile app makes sense for their business and customer base. We looked to a couple of thought leaders in the digital and mobile marketing landscape to help provide some perspective and thought starters for what brands should consider while evaluating this opportunity.

Jeff Swystun, Chief Communications Officer for DDB Worldwide, said that while the mobile marketing landscape is ripe with a deluge of apps, it might be best to have a more calculated approach:

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