In a world that is dominated by buzz words and overhyped trends, marketers and advertisers are overwhelmed with these concepts and almost always require a helping hand in gaining a deep understanding of them. And this is where due diligence becomes a top priority. Especially as we cannot afford to simply ride the wave whenever we are presented with a new idea. Gone are the days when trial and error methods were entirely relied on. Not to take anything away from these methods, but with growing financial, resource and time pressures, trials have to be well informed and backed up with deep business understanding. An understanding that identifies business challenges and links them with viable
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