The most important strategic choice in online marketing
At the most abstract level, your organization is a single entity. At the most detailed level, each of your customers is an individual, unique and special. Perhaps the greatest challenge in marketing is reconciling these two forces: the unity of your brand and the individuality of your audience. You want to speak to people as specifically as you can, addressing their particular wants and needs, related in a way that resonates best with their perspective …
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