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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QlE1mo7dKwFZK9xJCtcbO1aTqjsHXLwPurOnAFynqrhVVPbxyaQSCy7zO483Ntf55cYX0cvsQutIxXsu\/keJYxOD1HWOxiInIzA67OmLFVlD2sazrGRHS7jig\/IuParJ3pFfIw3x4ID8cL1pudzEil4KEStBs3DFsw7ceBp8+rFXQLyAZXrHYYIYbpq8poTMtIL8ynzumgblIP6+SEJL0QXxXa+GmDH7zAzhw8saDQvMd0Zoaqa8Gv4UEkMcGhIZ\/mB+jEZTdffnHHJekBM1AqnfjjsB\/K+jx8enk9SGHl\/+7VpbQJ5iZYXsb7ie96Iev8oSsr\/cC61lt4v91FgNXnPOgti1Jj1+XxTQMjPGWawL3e6cwoKj5Ao1rV9efF2UJVcDxUjwWOj1tVarO9XrpQ0wHMDhupAM4VMheDSUuDdJhVfNmar33p\/d1mdj7bvbM5tDp9hZFdTX+byAwFa0x\/jg\/ODmtKLYnIYLgeutPGzK60FlmYhPyRL2nMwkMyRX6NkYAYEg4pOXsieCC7KxRrEPTaQjtnHY97aGSC+nK5cVkRc8BgFDiBJJ03cOp+Chr9CuV3F1cizkZI9ZDvR7Xfq4Vul0c7vJ9TrVQC6DO0HcAvMNdFXX4dxZSzI+o4iz6pdrTzZu+hCQdiSSsiAMKvsrSZ0PfWuXLYwVwW9JY0kjfKokhDkSyYGu7mNo1+\/WdcDF4X18d0+6\/c284ImdH2fP+Mtt+7kjp3I4ZF2GY2h9\/5GV0Yyrp4rzzGk9Ssr5HKwf3U0aLl7JzS79LbUo4ReE9ZS\/a+jyeDIHXkoLL79ONgAaVR+fbs+SYjsQMMYbWEVITtuqc5aAIC6q9RXSAqu7zWCzXcq4crvlJdXvbkT40geFCq7X+efc45JJmHHpjTORWXDtVXS4X2ODV9SEsP+svffWiYWTO+zzrOMFlIjsMjq1m2PwvaTZQgnCSqAMPy1XaBCJ\/psDznMgi1e8\/3o9VZ2\/oBVfU8jJIPGJMZnG8k2P8Zp3fXzcftwb4r9wS0anQRog2LmsUC1OoDb4G9ykZGzjbMXAVoXkmAnuXTWamW+3PHwS8qGfJpiOGEqRyKuccceQNf2RIXTffQ4iKgoXbmazVGcvEfflIX1S6b7Lnw301ylIIElAfYRY4hisaH\/z62PR2LfcTkJjW8y5Xsj5T8DscG7TyhC027wqnX7al7wit986fRsqXycSmtffQyqyDpjFAaLojqkqOStrtyCfkgapRbrzaSoqMaz\/Ma8W423ba+bMZCx4sdXNEdBaYff8mG0iysMqerjRVi6LEWEVBSobw4Q\/PTjPvWB6EjJwj3WlRx4jamL7PJpx7FS5\/EQwb52RmTO7N629F\/NDL9IFg6wjueoxmFOte4aucnqDQsEHrrY8HXk+0STuqXN8UJXPVLnKdMH+noZrMQqId7K7XHga4el6iEnzTg+HYtXMT45nt6sQBxY+o9FgJ\/E8rMUV8XAPfHY04CsObLwzDshXegItb6BYoUUlAjtrhbbty\/\/A7yy5qqTCzUZdMWO1m12sr\/PzbY4ZhRPDfml0ZXejXjDg7AHDA90s9vsSGpiJSbJKav4RJqdni2uYwNX+XVtABoGB0XNwZdkbWpeRvsAv0lJasIVM+NYlyEv130g0ZT6y3ZUmo3Q6FhwB9KFMjsQ59laK39LdQCXVryW9Y4jT\/xtQTp61QplerXDqI0uKbkG1Y1ydq4d0LEkWznqYT6iFr+kXoutlMXGyv13sGttr4vHwFUd+IV7wuxQDPE3XSsHi6GUBaIVGbBMRzHYVsAAlQr3ilBg933p91jBtRIcOvnqHHEtF9GgDv7M1vskAEGmGrCVQmg+6pwoAqHnpuZ3ztG2rCr4GazqC0ucEH42XI7KCs+VtOGDEwTgNWNlxgbwHZnBgB54R0R5wVQk49iokXN\/ZHI5RYHQvcdn0povTgJIgVuIoEWccvGBropaNhRVY\/aXSlhbfd8uZOCnwlV+P++NNS5sP5xIVtyo3ZpK7n72XiFE9dg0AjTexrm4t7Qugye\/WVsmbBwbBf8DWlcUa55s4ZgY3Ezxme5KC\/9cIRPWAs6qaLt1XdMTKuE1Y7OfP6vKeyYRMospxTnOsMFNzmUQSlVFaCoSQEAIkTD8BwDzGua4cELei42grmupXeuYxAP8r1VTLvOcvmeihpVRbxdmILz0YHMnsBrTFRVamRsvWYovVt80WaUFNMF10AaKW3v2z5APHx1rJTfXmMO+ulpDEeC7UnuhiC9BAXjqM0LgBUe0ckemENQM7NqvilfKua4v9O3MBGyjJFcjsNQKwtnBrlJSe7t+Tx6byW6qxkGmD+VPT3MslRevySuT\/qeDvBLrH5CMlqc6Ip4FkuTQWG0qgElmuk15++YKqr975OOWe8VMDrx6io17IpfN4JjtyENNvUrg4ap7foDseL0C1y93cfKiofJ+6pXcVGTBQ8NGTPpAPrSURfCWFK3nMt\/oDb6HpVkIvxVaUWk24IYFY9rvflLVGKXuDTRJU1a+1uC1Q\/UT8zb1n2CR3S7MXETnyGCW7U0XjjLh3GSNEVSMFs8M2CUIiYh4UuShyLOco4xN7oKCFZJt81qr+K4LOXjttsavfbCIFoNRaakKIRGG8tZwOjT5JEO3QXoNkWCySAQWEDr0RnPt7fJdVPPaJEXXmOzaLLYygWh+Cwa2jxyh3cNuf78aCb1aIpvSewjTdecldimTHHOE5qAUZ0LBh1bRapiTTX30up3R4luiIfTtabf8g2d8tiiID4plOZjfx2XzM7WSZP88KOrIY3IfB+6TY4+FHWgnLImueOxr7NBunhdOYIYlsBbPBNrw7QOh13T\/f4YlflBZBy2yLaD\/g\/ctJ+GAglAeCj8\/v7pYEsfxnpv8Ni1MZ62FJop6z0jlMac4cVYlicjonTJGJ2WWOGUhlAUOaYK3AZyIi7b\/\/7FuqVgGO8jt6uHflSbCXk4NwUZJFnM1MSKITgtLtA95GMql4ZOoUnWGCZ3DMSnYh5qoiXHAaWXZ6JnhIF2cE8q48lG13eXv7VPsjxi\/OeBUQ6cu\/8oZnMp9MRWuz\/wmgqFycbqKC9R5wnAKvjWBtPG1vVNrFN3duEd+UXVMZDbH1Kc53EVTmw\/kVXKVm1nCGLMYTnZmSrqZCx+wN01\/2AShHY9mi205gARgqxBRos9VcUIuDtsohzN5Iz\/wJ0fIosaQgrB2dNZQEvxOdytVKsR0VuK3ObafGzqcUviUdOG36iMjmN8\/cJKYmOprtsj9kaSAckBUa7gvLGrtRwM0Hs08uFw2PZt8fEEk5OBR2su7HZuKHupuHdtll1RxyNRRvEWRZvB\/0S6EPK2fEVubKHWpCxcaEouhGUU6IiduHl1senJqEDyyFJX1Ihpp9iCJXg6WKDCNJX9y9ynGmytieGPnBNl4SG47WKXMD1SA9SZzOXFmvnC0IyBIir+epIWmWvjiaU5XEESCiL0WabA7oP9tbevQvsCxEKOe6Kf7hMjp0IA1zMHVB17m288jz25\/WskgY37Cus\/PHLiY5tcE+8nFABEhybC2dyUgkWD8RN\/VseNiKkFVUpJWX00InHEFcHd98lZucNNy5DOqPicG5OaE7WRoTiMfc2JNVVN8fV12vVTOjheuMaQObz5oOAy9huYv3AuGCmfrrnHXNxo3iFHoH+fGCxQxb93tLLsiudo65WGYoDGW+cInG9gxMBumGQVeq4RmpNJKoOOxVFrSSpeWxK75G1mDHSb5oPpVJ4i+a7HN69MfFYVpmbT5yjkBuSjWEI8klmepD6kRBzgyKiWQJZVr1FAmrYZgc4E+NZxihTsK3ckbJOiZRnV9ba4IH4+b2mNG0q0KSG\/KOcwIm+ma5wXRpJ+2clxXb579LesReLh0T0gCKGdXFnNruE42btz9UzwwQACpP+QqvN589fJqZZ7iteLHwKSXLLUTqMMLLZLDErl9aO\/Q3p5rge+\/81DwKDw2WC9AkjueLXEfeYN\/xiMyNRMinbgnhOkms65lcF6wYDV+HRe430I6qX3xAu\/sHsMRmSd1uZLk4jHKHuGInyySLuukirxJGBSxc0Yl7BDrUKDO4RPUfxb+HbkBp4n5fMl4cKjiOPGTMwIeFDpgup6d4ljLVDZk8452p1FetLPSRdMBaJTzg6sbu2vzEZozhqhssAJ3qPdTQXi7zglivjTDuL2coyVGr29i4fthDVEV7bwuEFWrh6lsq+\/Ws8m0Y6bagIDRdldt6ASptSJG90ye6JPHjhRkHMk1l8WAftYNrLyAFMqhVv5ukShG3V\/vumEGveeB3uxE4d8QXsjYJPSTnCm7LYkPg8wc2Uo25JY5ALRDFba9uiq9hzt0J+A\/W9Gm\/E6blN8JSDNHMMWyrpoB2RrtkFqI9as4fkrqFCtoi4zAg2fVQIXnVclGC3R\/hllJNBwqaoR3CE+OwkuheN\/uFnPwhm+Z1zylrrK2HV1Ztn7AezeBMcmKlzBuCZt4ATa4NurH0aFInEu9t8NtuyzcuXYrKCRlypvWvxlLDcvXfQ27uaqLt8lBn2aSg9A27s4pAv5MyMGkID3tjfx4WRUcUd8jhVKUQwrQoPTFham9+FiDa0INDbQS53ot\/0nnD+z+Ib74IJu1TVp0e7UG\/sUUHKnT5Lcgqw9Q4v4u5yumReVV\/BTDbql7wFulBaoOisBibkF2MvpglL5HYN3M\/IXDJk\/ZXMDQ5NvMq\/0c1YumDgT35IDVk8pCnHOTBiA4f9cmlWSYGB1Lx9vQGm4eJKUOB6p97RxGeI7rDMpoeyoQ81xjmUzdeo\/batQYt+0HCPwz2Dwen8CClzSgU+WGVn8h8Y1dQfmMpPS2j25v8xjWpD1sxsDqIInjsZ+KNxadegG9kkNzLKF+0g+9W9r5gSmjUuIFMPsXOws1W4Qa+SnFdOsWXPVqap1NffzEUK0HBN\/4l6JaMR23Ec82Qe1IN+r4+82JTAhv+uUvtvnKk6anojsQqL8NUknIKnIinWG5kr2pxKTndz47lFLVOjSPk7AdeV2Dcn13qGG65q5WDHtCmAq+r64h6PdRyk2VwfFoyh9BzzvHV8X0\/hh1Xxf5tz43cMAUbqfXuiTwfbPMhZwaE7ivJXPDqu76cR3Stjok\/Ft5g8p+AVqomaNNnnV8RutzfJe+\/rlqVPecFKYWh8g9qPkKf\/lCgQarbR2MSmYCdobvoPKNqgK4iHx6zK0t8bsx1fm6DJdyMb6Z0xy2rczmWqouBVUgDhEq528rFpvEPlHrfstk5mApzTs2CpDtFYHZbyobEvR\/A6G6Hn1kx8HZyZzkB+ZMiIHM4sbDVAHapql\/ihGtT5jASMu7S6Z21bWbJmmdu2\/EgON+gj\/8MA0ILgiJxpr6QR2VBFoBRlmb4Hn+7yrFP3TGKSo0BvbcFCW\/59g8SACL1lnTnfCZEm\/i5LydJEuTKuzRNgqNJdax+7G1cqjFLzyAV7Sz26pVvWT4XR2GvpondrzRY78A6qrMN2w0+y9rrjD4P3jUFZJbBa6IO9qyMCKAuO7u0yNHPfTD1KX7bFrosbfZKidCkEtUdoBHjzeBQbub8c5tn3Ul9rnrUT5Qaxwhu0k1nGFOqta6SDqe0DDI3dm6sZO9DxC17V9rUWsDavJXeAWMzk+zgH+ak5XFAfJi6z990DAzpVkxc9TKxdFzOMnFAmIGlhVTGW9\/GzyEyjPlIUrssJtjPLS8pLxAzbisdxA8xDuC+ZPQHef8zHjxVmR4qjQZcPb07s+WYg9w6rtsgz35rCcfvdmxJOBL9I9eevinzsxmk+U\/n9cPIz5XXfWEsNVqmdehGh3oexq4JAaL9yT5e3xf9xSpSnR7ICsp4\/4E3sA1TQL3hYRpi7wJHFn1TbFmFCJegHDZdjaELueJdTcrSACISgnvEoBQwH9kjvDjzSDlYC\/Q==","iv":"c07f0a73a75f5abb596cd509c0dcdbe7","s":"43bad8193faf8475"}