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In the hours that make up your day as a marketer, what percentage of your time goes to advertising? And what percentage of your budget? According to eMarketer, US ad spending is forecasted to grow 6.6% in 2018, reaching $220.96 billion. With billions of dollars, countless agencies and infinite hours spent on planning and optimizing paid media, surely it’s the top resource your consumers use when making purchase decisions? Okay, maybe it’s not number one, but it has to be in the top three? Top five? No. Not even close. This leads me to today’s number of the day. Eight. Our recent study, “ Chatter Matters: The 2018 Word of Mouth Report ,” found that advertising was the eighth most value... Full story

18 October