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PHOTO: John Cameron One of the most significant ongoing challenges for entrepreneurs, small business owners and marketers has been how to leverage their marketing dollars as effectively and efficiently as possible. That’s especially true in times like these, when we’re all dealing with the ramifications of the pandemic, political upheaval and social unrest throughout the US and much of the rest of the world. As a result of the downturn, many companies and organizations have pulled back on their marketing and branding efforts and are taking a defensive, wait-and-see stance. But is that a smart move? For a variety of reasons, I would argue no. Nevertheless, tighter marketing budgets are a reality for many, at least for now. So dealing with that challenge head-on — in a smart, methodical way — is crucial.

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