Constant change in the marketing
The best way to reflect on changes is by seeing sudden moments of acknoledgments that show that the things have changed. AdWekk 2016 Top of Hot Apps, for instance, the most nominations went for Snapchat. And in general, many new marketing initiatives emerge for use. For instance, due to the information accessibility, the ad needs to become a true entertainment, rather than "sponsored content". Lastly, also the metrics are going to change, and Nielsen has predictions on that.
+ All that tech companies tell about marketing is a lie
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