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Dave Duarte
The document discusses integrating web and mobile into marketing strategies. It notes that mobile phones outnumber other technologies in South Africa and that SA ranks highly for mobile web access globally. It then covers some key aspects of digital marketing campaigns, including reach, direct ROI, measurability, stickiness, and immediacy. The document contrasts the industrial economy model of large upfront investments in mass media with the attention economy approach of focusing on relevance. It emphasizes that annoying and intrusive marketing does not work and that the best digital marketing is useful, relevant and timely.
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