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Are apps a strategic priority for us? The goal of apps for most organisations will 

be to increase awareness and sales or, for publishers, revenue from advertising 

or subscriptions. For many companies, this won’t be a priority because they will 

have to put budget into  higher-  priority areas such as improving the experience of a 

desktop or mobile site using responsive design or in their social network presence. 

Owing to the volume of users reached through these other platforms, incremen-

tal improvements here are likely to give better returns. But the figures presented 

above show the potential benefits of apps to marketers in reaching audiences and 

potentially in selling apps, although the latter will be generally limited to publishers 

or specialist software developers. For these types of organisation, apps are likely 

to be a priority.

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