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":"d91abc27e4663224b6921798304ac7de","s":"05b462bf02c5ff4f"}
Spending priorities across digital marketing channels. Source: Chief Outsiders