To combat showrooming, retailers are in the process of deploying omni-channel strategies, such as buy online and pick up at the store.

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With dynamic display ads working in conjunction with other digital channels, such as email, advertisers are able to interpret the information they have on their customers and orchestrate it into their cross-channel marketing strategies.

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Most of the new channels are still ramping up, and there's an atmosphere of freshman year about the effort, including workshops organized by YouTube where the channel partners hatch marketing strategies together.

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Consequently, they are forced to adopt siloed marketing strategies for each channel, leading to poor and inconsistent end-user experiences.

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Social media make it harder for brands to pull the wool over consumers' eyes, but they also offer canny companies a powerful new channel through which to promote their wares and test new products and pricing strategies.

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That team (more business-side oriented) works hand-in-hand with our Channel Product managers (more editorially focused) to develop and implement audience growth strategies.

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"There is a very worrying picture painted by these numbers, and governments do need to wonder if they need more pro-growth strategies in the next few years, " she told the BBC's News Channel.

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