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":"b502bb1ba2655713b8a8e10613a0200b","s":"71e9c2bcb8c365e1"}