Brandspeak: Optimizing the Digital Marketing Mix

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Any quality marketing strategy is an artful combination of creative, distribution and optimization. However, at every turn, there seems to be a new digital medium to understand and leverage. In the past five years alone, we’ve seen the rapid ascent of entirely new digital ad technologies such as programmatic advertising, as well as the rise of multiple scalable media platforms including Facebook, Twitter, Instagram, LinkedIn and Pinterest, to name a few. As the digital environment rapidly evolves, how should the core marketing mix change?

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