There's no denying that mobile apps have secured their place as a staple in the digital landscape. The already profitable mobile app. market is expected to grow to $63 billion (yes, billion) by 2020. It should also be noted that brands with useful mobile apps. tend to see an increase in revenue as a direct result. Those are significant stats.

Most marketers have been paying attention to the app. market for some time, trying to claim a portion of the market share. Unfortunately, not every app. launched is a success. 23% of those downloaded are only opened once. Too many brands create a mobile app. simply to say that they have one or view it as a substitute for a mobile website. Consumers are becoming more and more selective about which apps. they download so it's important to understand what features your buyer personas and current customers value in an app.

Generally speaking, mobile apps. should reward loyalty, solve a problem, or enhance an already good customer service experience. Beyond that, there are a myriad of features and statistics you should understand prior to building your app. 

When done correctly, a mobile app. can yield a good ROI. Be sure to do your research and have a thorough understanding of your buyer personas. Study what your competitors do and make a list of things your app. could improve on or do differently to stand out and claim your share of that $63 billion.