Anchor Theory in Marketing

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So let’s just say you have an ecommerce platform. You’re selling products online, either your own or you act as a marketplace. You want to attract new business by investing in advertising and building brand awareness using other than the ‘classic’ SEM tactics (which are great for demand generation and buying clicks, but let’s face it, competition is so high you have to go the extra mile) but you’re not really sure about your market fit.