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The proliferation of digital channels means that anyone who has taught themselves to use marketing tech can now call themselves a marketer. This is excellent news. Smaller operations with interesting propositions can now reach customers without needing to scale the barricades of expensive traditional media. Digital marketing has democratised the world for the 99.9% of businesses that just don't have the money for TV.

While many sneer at 'Dashboard DJs' (not 'real' marketing), anyone who...

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