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Of course, if the Law of Shitty Clickthroughs says that marketing channels decline over time, the other strategy is to embrace new marketing ideas early. Every three to five years, there seems to be a rapid explosion of new media formats and platforms to experiment with. Most recently, with the rise of TikTok, Twitch, Instagram, and other forms of highly scaled visual media, there is a new crop of startups going to market with influencers and streamers. Similarly, new B2B startups have started to embrace referral programs, memes, emojis, video clips, and other tactics previously reserved for consumer products. The landscape is constantly changing, with new product and platforms emerging every few years, opening up opportunities for marketers to jump in before others do.
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