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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9RunN3\/yKS6BckmrDQ+8GhTNCO7uQ2ZzrgkxrEbAlLt03uQLusikzBdw0WarQPSwTzgPco3ZE61MiEJtq\/mTEXdHoLoBRDeXnsA1vnuoCoNz9uOpnMx\/581zD+0Y8spGVEMow+nwl2oQRoJaVSs4hTyyF4m5lYL9UjpRSXB4LcSiLnJ0qcoXE5XpaXISRPx7wrlQGgbuCXcZHzPuKVH5QATuQQU4zp6SB3RMmVvS7Re5hNGz+WTnDOltFDq7Vc05LKJ05joInBPULUsD8kEwrZ5JZDJndmWV\/ZZQD9+id3v0MU7LCr+HXyKThkR7RMWr0aAjiDsFYbP1Vd\/UYEiOY9srGQExvqiosg4CBqrx0I07SERPiPSaDmY4poOpPAg+0LGqVbN+yDCqQ9pPu33E8iWklza5GXZPZCqGZWGQSYqS0URSODpbf+9pumblYR1dvECEPfXihpdWF6227xD5hqYpMVvGGjzlgqqdmGfXa26cRpAORFR7DZPkVMRjdXdyv9vpk1G0U3Tpy2gLj06v7mKEFNFXoPoa+C8gHVWA+CwywCapUKhvIY5SCEgZCfa3A\/6OZXKQYPY289QVGYyuCN\/g7KhNFJ7MBaDHh9tcMemvj2ZFalesaEWeeoyGDBvSiBe4Fff5IHA\/FKpVcK10czJXIVYleup82EEEHQ5sGcJBMDFvrb1Hk3FMKuueXS760u3woof+XStTdqz08DA1JTwdZQnvFmj5RqsSfseZ4FGEyf10a0Ol3wBAH6tXrj5s\/CflsbovEwqEs59O7xjRfHEH\/zSg5xXudUzfI09nxOLtBH2bKPwlryEHmhu9Vu4\/RK+9Qy4Gv+z03KdBr5T4kebsG7wkNayGzhY6CahgTWP1TS+NVHR2uqKzu1OV\/Vwl6AhCcB8mSbfucRfWPL8wPnBCnL4T4rZyYTHxB+7Cw8sjl\/qR8518Kn3KCpMT8qf4\/0SzR0Cd4qGGw9t3cQKAj4KVh1NUOVig4yk+p1Zbf\/Z77KhGq0+KtozAeWxiN09NCbvneSPVYiS0atQq5BekLHBha28HVHUVAGB9eZv0mNsC2w6DyrbavGJ4Ud+juj1f70\/cJT4QI\/6GFIvrj1UBS\/KsUhqqwgNVwCU4gEY7D7oisZj6GQYmehfAF+\/Mfatpf5VGPVzwOX3A7EmOuLWy\/TRIZGrQwtjLXjRo5dDqPoNlFJxg9islhhicG2EQRs8Y9JpQdEjLLs4iByHbaL8fCh2uiQMflx8kPcZ1Is0kLEhomjYnSLpd72yb+FRU+bo6bAsKss29mHhqWcBAFIDlQQerWaRFwSnhhyILC3bpdz7NR3yL3frxP\/vfygcjv\/4nd\/I+Z7knKeqxvBfhJ3Bg8tuaUraxhN4F7\/lbJfQRehORFM\/PGEYw9rkZc8bqaY9kUmOnhMoZXSajN5PUvj5t3uGcubQqHUJFF+85+c31UbrYtgFO7Vq\/chZMj2aOZKrO6\/+mSJ7J3YHi7tkBnRm2UeRwskMLcoXWF\/1nWoBTCOZbSHP02qU\/uNSKZHLq7mkJpcz0wa3Eg0YHalUX8ktyPic4zPn+IBkYZKDpa9AkXvo10wh\/wx+eIPMG8TdFu\/Y1Ch3RFl31p1pJl4P8q\/v6xLm8WXv2UnheGxn\/qg750oYoxoF7WkQSebX6dnB5sBluc4xYHnaFYG2f0v+zvnpj1OmKfaqftjlpeOwLynHIDB8WuQK9TVR9gpjVJYA+tQbJDiCKAF\/55ZLLJMnT8OkCAwBegZs09cgNVapMtwSlTSc3k8n4MvvYqV0SXBav9CwjiakTBnr\/gCzRYWUUco3V7FwDf23iZi5ssq50qilBq19B4umUgz4Q74RzE+iHkSXvhusDE6vbjEfwj4oy3Ogedb5e3ayzjgdw0QrMCbMBTT9CdXC2RJ2P839kvePpUa6otpWApSyQbjq1tR+WGVlG3aFysZ3pKPuupibckKp0ayoAXYvbjyw3w+riXrYsKZSVQwpPPWLGFaxbi7TrJsIxGgqvJAUsKyldy\/n3h0Z0oJ7+kholTz12IZqhBT2NDCD0TIhg2AXC8aA4MbJCzFjYvB8bp1s\/nD4IOZgl8OScJYr7HtvZl84NW1Jv1aZK0Fj\/MvQ3hBaBS0PYuO7c33\/FYq1Uruwbcs3WsRPPl6uAsmucq1gadrWUa1byynB5Aivs\/HihPF+b3CKDt+RcHkY5oPXMxKxTJy1Oa0cIYPFugSADyOugucGDz04yM4rjUYO92T61xcEVyhfZTTzWv2qI3EMQSa0Wl8tvZ8dU4ioSA5EwL3QcvUHfNGV+py1bh2MRnX4b8GGUKFHXSZrDVugnuuW8l3vIbw1laTpQSsvmf\/oQxXarjxlBcBPT3\/SthZ1laKHtM7Mk\/53O4Ffz7WnVqaty+VEAZI7+XQRm\/+GdFMcabD0UeIPacPPgva4k3CI8+CVA6MAs6tQe\/iYkKOfbxfbYdlTloWPIe6jguiG4QTRwA7zMXZsodv1MXmVM8Bwu8E8PLfTPMtJHPO82lzScWl4V\/wuvBbIcal8zzim5jjHobTNs3ULxeUtILxNHNId9zMvliS3Ps60xY2XTg1IjIm6L2c4qTLyoaxvHIir4ULEijRyQKFRkyPc0qjoTHO5ZryQoViwISMyOHGTV7Joe+cL6eCsdItq9dIOaLkoJNTX0cp7y4sfd2J+fvse3WoaBG6SAfNaW5qeL70SLyyi0yVJuRh+ivf5MQzm9J\/HDgMcEttFaStybRngdRIXfo+HjuYSkwd+Gb\/wmQELZq+JGa+8c3yx14sWXoZXbSTQ6M+G\/Myo4kZCAfDJkdSBWzS\/BBxmb+\/ctgGr8nejVpK7ipSvIQZsiQMTR0Pig2E9ap04eKgEwmZP+PMZ+5sj2a09F9iMzbo19G060S4cYhkc5+QjCvjKbSEm5uzbSKh0ySNC4tF7XHhjR+G7XBXw1zyPtq0l7mtsMDG8\/s\/ee4NwLzH+1weTSjACJrjiE3ydZDT9\/Wvbb+YiCR8kVle2PeLyWP4JUx+2woeYvThNjnnD6wrvoKusPxETaMethXV+HfAprS2eXK58TDLIKxutBc0QoNZrNh8eyXgKjcJkR1zyJBULcosfY1stO\/Zg48BUrn4Y6DQ8U6HPYgOKjh11y1OfOJl9rSUfYFzGXy2Y0vwEenBls6DtWLbfA6fgYiVd95wjLBS8vwjRjmqI\/0ZvaUxjVhELSKsxalnNi9Lj\/cDq\/JnkmOxzFbW9eZ9YSQj1fH6OOxES1HxEnTT6pcjz2kpN\/1gmMtgBEUWc2Kz17f1oz2fs9Zy8Gnl3nZOjEo3CFcLXMBH9frSDCBoLkqPe3F1DpUoyOUf17SwO9Mvwhubu1P1xs\/Fuk84cBOtfywbOb02lJ44LS2eH8jjteQPXZ+aCPZZcAFWmsP92dYJ2ZZq1SWw9FlwrtqoKFFjawdFQHH58Q0E46tJtc40pbzRk+zqzApsQKqoQkvbVSSQ\/zGBNOloUdjnjzl0PIWArFZ2O7myK2HIMOS6CMw0S29pnU4hwK7\/E67GhM7arlDhREXgTweNLcVSkomGKU+rZN2K1eOOqUFcsgKIrvuUrHlYh81kw4fwVrza6C2T0H1JkhunTPgKvUGharXWcYLJOuADk+ulRmhkYLPGWRvS4mZEdo1xIo7SMmUDujXbtGyhrNDgh2CTUcUhs7NPxJ5B344mDtqg8i081rJq2YomIEh7VnigL1LyzwHY+5lBLCmt1aeHr5\/VrE\/TyizsNY\/9R84UpzLPuisRMVnTjtyfuSm1tW6plBnR2Y18z7Om3oFi2ZOc\/EW5q\/JqSMHFWjvrzugFwGmN66hvJo3ubMFbyT97M8w53RnEPLEqhBmobtdLS\/vfz+w\/AlYuMHMYdaoVF16p2jDxaKKE2iR6zrPju3\/P6KyorPI6gNU9k5UxjslDK2i63M8eKeMKl\/TybhZ\/v5hP\/SDO3YHJXTJ+6Kn2sy4ry6q865n3VhFEzalAFv\/bDnZLmiI5U6jkWflfVF1uVE9EPx9NvwZI0MGmjE2vdiMvrdIL+p44+\/x4J+DXe5q7MKnCzsJbM3aFJMz9qrAX3jh86aHqYSRncNWv52i\/y0TtKZkai5GfkjAuFkp7AAPTjjt83W8G2KVKbN86qVo6Pe5HPFog7r++dfDdS8PkD6V3v4fR0hNboep6s40DvCB46rygjpAAsTYykiccmp7wWcLASIzT+5zRkEjyEQU7\/c5jsVmG\/N\/+t08jxq0tjvIMboujIstITzv5Vq0GmmKdPerRfb1mBZuz5ztx+1yumSgsdl\/790Z7oerYOiw35WSyXI2SwJ6K+PB7JgKksmyHnU\/cx1N\/pQsrPhDS4gPHkEKxUkLfdu\/hxo8x3Mp0FRbJn+0Z9HgFVUW3n46oFZ1\/XjbWq3PycKyzjiMMLwCUa3oges8OWkFfTJo8XNxYR1cIqwt4q0S3ZlLowwwchXUY5ya9JVNViECRatYGMm5XaZM6XkrjJGo1\/gkWY5aHeG6HWFEgYOKuZaaPHJqaEInqKLAY5uHyaq8Uqpu+3wfb1p6w6IRsCSM5E6PaDh7l6MJgqDE681LhxLPWh8tv5PG9J0lC\/wJVTxqybsdAoOmYJUVkIFmNB5ZqXHtYzJgN867Wwo+yoWx+PJ9M4Ou+NY8LYTJ8QtEcgxgm5b\/JKks4AqtdGwVI3XXPheSR7AK1RV2nURazMTgs1oLkdXiOAAR8ra7GNO+wYsO7S5HWVkiPB13fo\/GVNm2r2QS54quK\/F8J\/Gq5sWsFeYSsB9gwq6ILHrCofgp77wmGAMO8f5rKoBefM63JNah2goYKUdATkUbj+fYEQ+a8maEDHe9LeVcAQsN5guQMU2WHkgAUHDjESL\/4ZHx6hJSZ68jniMj1q8ulYsbRuwdKGc6ZQqWAt1FBTuj3pMIKHN8PVr2GDUo0OinZxrhGV32ilHeobexvQCvbm7rQKZ0D\/RNkM9I0750o5sQoJtc9gAc8BXN\/VmH040028mtNVLNpztaWjgsVciieq9MLe8\/SkKE1wY+xY3V2rftGiCaA\/LGHWK4D4SmbfzRtECmnXxO2qN099nZlUZFBNgnO5gzw1uImw9h8y10eTM9FLfy0F+4nq8aJAWxdUjn88EmOu\/zt5tvI1PwGT4JehzHtTAa61uoGemcHw2hPUD1KnN975ZH8ObAeXv24vYbsZX8wEr5+Axo0S7DHCFIS9Eav\/VhDzP0Guhe465r7YuDqHp+6UPKC4wZXxbV7L+nicrNnE3Yv5jGBAQOxrajqPvKGVxnGoAyV2+tikW8H3bf7JfNTxUoJNSnC7yzznusxSOkMl3vTvWOsuTkkLKUQSUNR2Tk6K8RjFmNsWq7KVwAlhOIuqESrUwQTGRkF81DcfqaKOHE57Gm92KmMA6L6d\/1b9yfvCVPPb8h1PtSLwI\/S8LUvjsOTzKCAYRUW\/vcaw3IZCeb2KTPPUVadfVrf3hBT\/tbpV2X\/VR2VKObequj1KOY4f7\/H9PblNiZa6eK6ZGGdkyPj6oungs\/Go85wrO8kmO3AEJe8PW8e+d0lFRZnJw\/pDNxR2Bz1mjGKs84X1uX33GHjmlrhDa0Vt2qRbicjVh9qvSqEukHdI2YmJSUrnqbPWwruZWFO4oGSBUPhzKDrU23OJ6RK7hBaG8JL13Zddwy+kDCDV0Fps\/iKtb7dpPEbTCHV0BsMIevsczfl2wFYzQMyKHkISYWkl3BQli2VpwYzNVuY8tp57bLWiMoFXIzL5TSalYJ3EwVT22umwE0QGADWu+yS5zdjqHL8UdDUNWInOCG+qE864a55Ts5gAim4fL80e70AqYH7SZ1uBLQbXaqkZQ1JjGBRbWGc+41VFXsPRZIvwybA7Au8Sik9ZFtzngJ7ldttnwerFkF+Zo2CndP2fbefHAS\/wI65+Ug==","iv":"42b5dea27aef478593e6e8006c41cb92","s":"82195e30b946e1f5"}