When it comes to mastering the mobile arena, brands always start by asking the following question: is a responsive site going to do the job, or should I create an app? The answer is quite simple; if an app won’t offer users added value or an enhanced experience that otherwise wouldn’t be available (through a responsive site for example), then there’s no real purpose for it and it will most likely fail to provide real value for the brand. For example, as of 2014, there was no CPG brand in Apple’s top 200 apps. Having an app seems like the…
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