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":"cbe549177dd13ded9c32b2b8059f0e4d","s":"6630d4d377cd2159"}
Spending priorities across digital marketing channels. Source: Chief Outsiders