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In the golden age of advertising, brands gained presence through mass media, where the “megaphone” allowed broad reach. Then, technology and data helped unlock personalization. Personalization shifted spending below the line to great short-term effect, but created privacy and cost-effectiveness challenges.
Today, we have entered a new era in which further shifts in technology and consumer behaviors are making it possible for marketers to connect with consumers in their communities and generate much more emotional resonance.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
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