Research
July 2, 2020
Total media impact value of owned media. Image courtesy of Launchmetrics
By Dianna Dilworth
Media and digital will have a more important impact on brand marketing in the new normal as the world reopens from COVID-19 lockdowns.
{"ct":"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","iv":"db1cbfc51afb7b0b836ced6d8bf1a425","s":"b6c8a988f6961d0f"}
Share your thoughts. Click here