Marketing
December 8, 2020
Tens of millions of Americans are cutting cable cords, which puts pressure on luxury brands to slightly switch marketing tactics. Image credit: Bang & Olufsen
By Ellen Kelleher
Luxury brands have to reassess how they reach affluent audiences in the United States as new data show the pandemic has dramatically accelerated the shift to streaming.
{"ct":"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","iv":"21de858ca5fb5381a2f4af89497d80c5","s":"df21b41c17c2b0ee"}
Share your thoughts. Click here