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Mobile apps have mass appeal. Regardless of business type or size, a mobile app can also have an incredible ROI. The key word there of course, is can. While the marketing aficionados and business book gurus out there preach a certain lesson all the time, it is difficult to apply it to your own business when, quite frankly, you want all the customers you can get.

As it stands, the gurus and aficionados are right. The best way generate a positive ROI for your app is focus.

Now, there is obviously some built-in targeting for your app. The individuals most likely to download a mobile app are tech savvy. They are likely on Twitter and Facebook. They play Angry Birds and have a positive attitude towards businesses that go mobile. You can definitely cater to that audience.

But even then, the focus is not tight enough. Putting aside the fact that all of the above behaviors can be just as easily applied to both a hip college kid and his parents, the fact is that the “tech nerd” is dying. We are all tech nerds now to some extent, and so the term is increasingly ineffective as a differentiator.

So how do you focus your mobile app? Get ready for a frustrating answer.

It really depends on you.

Truthfully, mobile apps provide a framework for you to pursue your existing targeted marketing efforts (and you do have a target consumer, right?). Certain modules work well for certain businesses, but the effectiveness of those modules relies on the power of the business itself to identify and speak to a certain audience.

Identify your target audience, demonstrate the fact that you know what they want and are able to give it to them, and your mobile app will let you cut through the clutter of a customer’s inbox and Facebook feed. Mobile apps are highly flexible. They are as remarkable as you.

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