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One of the most popular digital marketing buzzwords of 2018 is agility. Considering how fragmented the social media landscape has become and the rapid pace of ad product innovation, it’s no wonder marketers extol the strategy of thinking and acting quickly as the way to win. Being able to react fast in unpredictable situations is a logical aspiration for brands.
Never before have marketing conditions been so fluid. Just a few years ago, media plans were developed with a focus around broadcast TV.