Some apps are wildly successful at driving business objectives. Others, not so much. When does it make sense for marketers to create an app as part of an integrated campaign? What are the potential payoffs and landmines to avoid? Graham Machacek jumps into the wonderful world of apps in this two-part mini series. He interviews Steve Shock and Nicolas Grégoire-Racicot, Director of Interactive and Strategist at McMillan agency, respectively. This installment focuses on mobile apps. Next edition, it's Facebook apps. Connect with our talking heads : @grahamxperience, @shockandco and @NickRacicot.