Here’s a question: why do so many brands feel the need to offer the new, shiny digital marketing thing, especially in mobile, seemingly just because they can?
Considering the growth of mobile marketing over the last 12 years, I’ve seen some brands use it successfully and strategically while others have ploughed money into a pointless pursuit of a project – often an app using augmented reality, or a badly designed game – that appears to have been devised solely to impress the chairman.
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