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":"608c0758fe39b0dbc3b97376d93ee10a","s":"2a5ae1d8caacae23"}
Spending priorities across digital marketing channels. Source: Chief Outsiders