A landmark study that Booz & Company recently completed in partnership with the Association of National Advertisers (ANA), the Interactive Advertising Bureau (IAB), and the American Association of Advertising Agencies (AAAA) confirms that digital platforms are transforming consumer experience and redefining the interpendent relationships among media, advertising, and marketing.
Findings indicate that companies that want to survive must acquire or develop three dominant traits: relevance, interactivity, and accountability.
Read more at http://www.strategy-business.com
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