Mobile applications could become more important than any other media in future.
The reason behind this is the time we spend in the digital world, which is a lot, and most of that time is spent on mobile devices.
Apps are what we essentially use on mobile devices. Smart-phones are becoming ubiquitous and since phones are personal devices, no other method can get you 24x7 proximity to your customers as much as mobile devices do. Want to get close and personal to your clientele, get a mobile app.