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":"e51809a798bfe7589a2bc99cd98e2e43","s":"d11c9a7b74d4be64"}
Share your thoughts. Click here