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Digital pure-plays or digitally born companies need to adopt different media strategies than their offline peers. Most traditional B2C marketing literature focuses on the lessons from traditional FMCG companies like P&G, Nestle, and L’Oreal. For transaction-based digital companies, however, traditional media theories won’t suffice. If you have unlimited cash, you can of course start with TV, but if you do have limits, you’ll be better off with a different strategy.

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