In a media landscape that is constantly reinventing itself through new technology and behaviors, it’s not surprising that friction is created as old meets new. But knowing how to harness that friction and learn from it will help marketers make better choices that drive greater ROI.“There’s an enormous amount of friction in our industry right now, and I believe that that friction is between legacy behaviors and the new behaviors we need to create for ourselves,” Jane Lacher, senior consultant and head of media at global marketing consultancy R3, told…
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