5 steps to compelling digital brand stories
Posted By a Luxury Daily columnist On In Columns,Featured,Industry sectors,Marketing,Opinion | No 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","iv":"1389a57c1dc6e1b9a1da42f274b63084","s":"a3547813c2d9737c"}
Spending priorities across digital marketing channels. Source: Chief Outsiders