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":"0ad7f5f3307b87216139ac7143eb5e30","s":"c6afe4f4bb86cda6"}