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But too often marketers try to cram too many be nefits into their marketing campaigns, with far less effectiveness. They want to do an unbranded viral video to build buzz, but still have coupons for their product. They want to cater their product to 18-24 year old males, but not forget about their almost equally important target audience of the suburban stay-at-home mom. Oh, and there has to be a hispanic component, by the way. Sound familiar? As any marketing strategist will tell you, ultimately the solution we all seek is to hone in on the one thing that makes a product or service different, unique and necessary...
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