Don't let digital trends distract from "stirring emotions"

07/29/2013 | SmartBrief/SmartBlog on Social Media

Marketers should focus more on capturing consumers' imaginations than on chasing the latest technological trends, John Hallward writes. Social media tools and other digital tricks have their place, but it takes more than bells and whistles to produce an effective campaign. "Brand success is still about stirring emotions in people, not about the means to reach them," Hallward writes.

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