5 steps to compelling digital brand stories
Posted Bya Luxury Daily columnistOn In Columns,Featured,Industry sectors,Marketing,Opinion | No 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","iv":"1c419e558b95aa7226ff1e19d8ce07e3","s":"e88f8f5779c3c414"}
Spending priorities across digital marketing channels. Source: Chief Outsiders