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":"90d0c69179b8768c6266f86123b28dd8","s":"9c4ebeef079dcbd2"}