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The point of new media is to facilitate a one-on-one conversation between people, you ask questions, you find deals, you look for what you really want. You aren’t taping a coupon to your phone and carrying it around. Instead you build a highly interactive, transactional relationship with the places that you shop. You build brand equity, you tell a story, and retailers can target one segment of the audience that they need to get their message out to.

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