Often times buying vs. building makes more sense when it comes to mobile applications, according to Jason Meil, EVP, Director of Innovations, Initiative. Don't think you always have to build the
iPhone app from scratch. When Initiative bought one app in particular it already had an install base.So, when they updated the application for the client, the campaign already had a built in customer
Sometimes there are apps in the market that don't do well for one marketing strategy, but could do much better for another. For Meil, the application drove hundreds and hundreds of
downloads for their client.