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I do a ton of it for mainstream for myself and my customers. Some of it has been off the charts successful, sometime the same strategy in a different Geo location has barely made a blip.
Overall it is hugely important IMHO.
Gearing up right now to do it for adult products. Hired 3 people this week for niche adult traffic.
Track, track, track, (I like to use promo/coupon and even QR codes) but be aware that sometimes it is very hard to measure the brand-ability value against direct sales.
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