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":"83db25e1ab2ae118c5960e622350ef8f","s":"9ae2e36ed5a7a8b6"}