Brands doubled social spending, but decreased paid search in 2017
Posted ByBrielle JaekelOn In Industry sectors,Marketing,News,Research | No Comments{"ct":"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","iv":"be81c89ea8967b48e77b30d78cab02d3","s":"472159e2b330f924"}