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":"f8f3aa19300c090a6c90e01d6e39a824","s":"3a815d1e15f04392"}