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":"da047b838980e89c3a100d853b84a6fa","s":"7bf8bcfb671364c1"}
Spending priorities across digital marketing channels. Source: Chief Outsiders