Consumers are hooked on smart phones and use them for more than staying connected to family and friends via calls. Advertisers see this as a huge opportunity to reach and engage customers, and many of us have likely downloaded mobile apps for one of the reasons Kotler gives. There is some research that disputes the actual use of company apps by consumers once the apps are downloaded. What should marketing managers consider when developing and promoting an app to connect more effectively with their customers and to deliver a better ROI to the company?