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":"7c4dff863e044d6195a5ce8309ecccd3","s":"9087d22cfb62644b"}