Twitter's Vine is one example of mobile, social video capturing consumers' attention and, increasingly, the imaginations of marketers, observers say. As with any new platform, the challenges of developing effective campaigns can be daunting. Nonetheless, "marketers need to see this as a big creative opportunity. We see a lot of brands making content without putting a lot of thought into exactly what that content should be or how it should be delivered. The balance between heavy-handed marketing and organic social content isn't an easy one to strike," said Dave Martin, senior vice president of media at Ignited.
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