In tech we trust: Accelerating growth by elevating emotion over effort

Mindshare’s Joe Lunn points to the work done with Tourism New Zealand and outlines how brands can rethink the use of technology and shift the focus to meaningful engagement with consumers.

This article is part of a Spotlight series on technology, tracking and trust in Australia. Read more

“The idea that the same consumer who was frantically clicking her remote to escape from TV ads was going to joyfully click her mouse to interact with online ads is going to go down as one of the great marketing fantasies of all time.” – Bob Hoffman

In our desire to simplify addressable advertising, we’ve made the same mistake that occurred with the humble banner ad. People can click on it, so it must be a direct response medium.

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