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":"1d0ced4f8dd933525151983cc486194e","s":"a351d83caa31f0fd"}