When marketers approach external consulting, they usually expect to hear what it is that they should be doing. In reality however, chances are they will receive feedback regarding actions they better stop performing. In the business of mobile marketing, this includes the features they should not develop or (if already developed) delete from their product. There is a common phenomenon in which entrepreneurs look to apps that have made it big in the market and copy successful features from them straight into their own apps. This is a huge mistake, since not all features achieve the desired goal within every…
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