Often, marketers roll out a mobile app because either their competitor has one or just the sole need to put one out there. When thinking like that, marketers are faced with many challenges and clearly are not taking the right approach.
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","iv":"7b81a76eeb56f666e5ee9919369f032f","s":"a245b347e178c81e"}