Robi Ganguly describes the top five mistakes that marketers make when designing and building a mobile app. Most are obvious, but the list serves as an important reminder of the misconceptions. It also provides alternative suggestions. For example, building an app and ignoring consumers and devices they most likely use means throwing good money into a bad idea because the app will not be used. Ganguly suggests building an app with a two-way communication feature to ensure the company always remains connected with consumers by supporting retention, ratings, reviews and research. Read the article here.