• by Joe Mandese  @mp_joemandese, May 12, 2010

Hopfer, the mobile marketing manager at Mobext says his clients are all obsessed with developing mobile apps, but they don't always know why, or more importantly, what the consumer benefit is. And perhaps most importantly of all, what the end benefit might be for their brands.

"We always have to calm them down, and ask if the functionality that you'd get is something that you couldn't get from another marketing experience," he said during the Agency Roundtable session at OMMA Mobile this morning.

To answer that question, Hopfer said, you must first answer two separate questions: 1) Will the consumer download the application; and 2) Will they repeat usage of the application over time?

"You have to figure out why people would do both of those things," he advised.