you don't need an iphone app in your new campaign

Before you approve that budget for the iPhone app that seems absolute necessary right now, consider these numbers regarding their actual usage:

+ Minutes per use: 9.6 (Greystripe)
+ Uses per user: 19.9 (Greystripe)
+ Only 20% of users return to use the app after the first day (Pinch Media)
+ After a month, this number drops to 5% (Pinch Media)

On the flip side - you could say the same thing about videos and internet sites intended to go viral. (When was the last time you watched the Nike car jumping ad?) Short user spikes don't mean that this wasn't effective - it's just not necessarily a long term device.

As with everything, the answer to whether or not your marketing plan needs an iPhone app may indeed rest with your overall marketing strategy plan. There. I said it. Strategy rocks.