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According to recent statistics, it is highly likely that you own a smartphone and if you do not you will in the next 18 months. It is also highly probable that you use that smartphone to shop and access information on services. We are reaching a time where it will be unthinkable for most companies and organisations to not have their own smartphone app. In a matter of just a couple of years it has become an integral part of the marketing mix. But is having an app in line with the company's overall strategy? What information do your customers want? What kind of information would your app provide? How would you measure the ROI of the app? How could you ensure the quality of the data capture? Turning Smartphone Apps into a Marketing Tool One Day Study Group 31 January 2012 Rydges World Square, Sydney, Australia.
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