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What is Snapchat’s place in the marketing mix?

In the 12 months since Snap popped on the NY stock market, the company has invested heavily in its advertising offering, but questions remain as to its real value as a digital media buy and where it fits into the mix.

There’s no denying it’s been a tough few months for Snap’s flagship app in the run-up to its IPO anniversary. While it posted better than expected results during the December quarter, recent headlines have highlighted its struggle to graduate from being in the test-and-learn arena to become a force to rival Facebook or Instagram.

Source - Read More: www.thedrum.com

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