Keeping up with the changing expectations of customers is a never-ending battle with new technology and tactics changing the digital landscape daily. Constant innovation is the only way to stay relevant and keep up with competition, no matter what industry a business is in. Many external factors have changed the way that brands reach and serve their customers. For the last 30 years, businesses have had to adapt their marketing and web strategies in the face of economic downturns, groundbreaking technology innovations, changing societal expectations, and a global pandemic.

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