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I agree with the USP's that you mention. I think the marketting is kind of lacking despite all the funding happening the DHF. I just don't think the money being spent there is contributing as much to getting new users or retaining current users.
I think that you can't do any quality marketing as long as you don't know what you want to promote and to whom you want to promote it. It's like throwing things out there and hoping that something will stick. It's nothing else than a waste of resources.