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":"cadc710f188a026310672946d8718695","s":"cd648c2b027b2acf"}