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":"681e18679b6cde1c8f3c85aeda49bb7d","s":"a3375c06d6987c0b"}