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":"b2cbfd14c2f667b6957f9c97304f3d03","s":"62a58da06dbee7ff"}