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You're reading: Digital Tonto: How digital leakage is redefining marketing services

There was some trash talking, but generally everybody stayed in their lanes.

Not anymore. Old categories are becoming defunct, while the new ones are still being defined, changing the basis of competition throughout the business world, especially in the marketing arena.

That’s the essence of what Rishad Tobaccowala calls digital leakage. A pervasive, often unnerving trend that renders past definitions impotent. Further, because the new reality doesn’t fit into old containers, some of the most important implications go unnoticed by conventional metrics, making them easy to miss.

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