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":"a3be5d418bca0d6e59a4db19d4fd7fec","s":"7748be57dd43cfdb"}