Total number of posts with #ad is forecast to break three-million barrier for first time.
"Our mission is simple: to help brands design Twitter first content that moves people."
FWD Insurance's Gavin Lai says if more brands simplified their content, made it clear, relatable and trustworthy, they wouldn't need to worry about millennials' supposed fickleness.
Having a single content source feeding different channels is the best way to achieve consistency in digital marketing, according to Four Seasons Hotels' marketing VP.
The challenge is providing an environment in a way that seems personalised to hundreds or thousands of individuals.
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