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Brand stewards are quick these days to praise the impact digital marketing efforts have had on their products. Jim Berra, for instance, svp and CMO at Carnival Cruise Lines, says tapping into online conversations daily has built brand loyalty and driven sales.

“We are seeing growth in terms of bookings across all channels of distribution from people who are exposed to digital,” says Berra, adding that the arena is one place where marketers can’t overinvest. “It’s powerful, immediate and spending is on the rise.”

According

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