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":"02963a100d8d2a653938c649bf36d75e","s":"c06cb04910c69034"}