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":"28bff5635c70a763046edd94ef106eed","s":"898789484e3c1118"}
Spending priorities across digital marketing channels. Source: Chief Outsiders