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  "documentTitle": "2023 Global Marketing Trends",
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      "text": "The brands that are willing to share their voice with select others are the ones that could potentially generate a stronger brand community.",
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      "text": "percentage of brands partnering with creators: 32%",
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      "text": "Research from Deloitte's CMO Program shows that creators are also looking for mutually beneficial collaborations that help them grow alongside the brands they work with. However, more than half of surveyed creators (58%) report difficulties securing partnerships with brands. Considering the difficulties from the creator perspective, and the fact that our executive survey showed that fewer than one-third of brands (32%) are currently partnering with creators, there seems to be a disconnect between the two sides of the partnership.",
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      "text": "While paying a creator to feature a brand in a post is an obvious way to engage, it is not a comprehensive creative strategy. Many brands are finding that creators can be a natural extension of the strategic development team. When asked to rate the ease of conducting several aspects of the brand/creator partnership, nearly four out of five (78%) respondents indicate it is easy or very easy to collaborate with creators on creative strategy— the highest percentage of any aspect.",
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