Before you go down the "app path", ask yourself these questions:
Do we need to use special device functionality (Camera, GPS, Accelerometer, Offline Caching)?
If you said "Yes!" then you need to build an app. If not... see question #2.
Will our presence in the "App Stores" really help our marketing efforts?
If you said "Yes!" (and you're sure you're right) then you need to build an app.
Want to learn more, check out our LinkedIn article on building apps... or not.