SINGAPORE (June 19): Human beings today are increasingly living a sort of “double life”, with a good chunk of it spent exploring the digital world through social media avatars. With the internet already a crucial commodity mentioned in the same breath as water and electricity in both developed and emerging markets alike, it is also the latest battlefield for advertisers in the never-ending war for the hearts and minds of consumers. 

Boston Consulting Group (BCG) estimates that the proportion of digitally influenced retail in emerging markets is likely to surge from 33% in 2017 to 47% in 2022, which translates to US$3.9 trillion ($5.4 trillion) worth of spending. 

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