Here’s a fun exercise: Dig deep into your memory and ask yourself how many apps you downloaded last month. If your answer’s more than zero, you’re in the minority.
Three things in life are certain:
Apps are all the rage these days, and that’s rarely more obvious than when we talk to our clients about their digital needs.
But the fact is: apps are kind of like kale.
Everybody will tell you kale’s amazing for you. They’ll extol its benefits in exhaustive and convincing detail. But when you rush to Whole Foods, buy a few bushels, and cook them up — all you get is a bitter mouthful of plant matter vaguely reminiscent of burying your face in garden mulch.
And that’s when you realize: kale may be amazing, but it just isn’t for you.
Apps are the same way. You’ve heard they’re the holy grail of digital marketing, but you don’t really know for sure. (Though it’s clear from your app developer’s rates that they think it’s the holy grail.)
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