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":"d91cf6158b655689e1e8322bbe5598fc","s":"8ae67581fd17d2d6"}