Hathway’s co-founder and CSMO shares insights into avoiding underperforming mobile app investments

Technological progress has a cavalier way of turning successful business models into punch lines. Just ask Blockbuster, which went from ubiquitous to bankrupt in less than a decade. While brands like Facebook have embraced mobile early and reaped the rewards, consider the taxi industry, which has resisted mobile app innovation and lost a significant market share to Uber.

Executives often fail to provide enough capital for mobile marketing initiatives, not realizing that apps are products. Compartmentalizing apps within projects for a specific quarter leads to underperforming investments, and those executives then have to consider throwing good money after bad. So how can companies avoid this common occurrence?

Read the full article on chiefmarketer.com

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