Dominic Smith is a senior writer and content strategist for Rackspace Digital, the digital marketing infrastructure specialists. Digital marketing, like the “analog” marketing that came before it, relies on word of mouth. Clicks, shares, pins and retweets are all part of the conversation. Even in the age of BuzzFeed and go-viral formulas (online quizzes involving yesteryear celebrities apparently back in style), many brands still engage traditional ad agencies and marketing consultants to craft their message. But a handful of companies go it alone, even after they achieve considerable success. Two companies that have broken away from the pack for their...
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