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":"f0236f9d5cba768fa0eda34b9d39c363","s":"f71c1dceab422322"}