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":"4600d395a45122a67b9b0e2e646cc2b5","s":"7b4ec3ed5887722d"}