The exponential growth in digital channels has given rise to the importance of digital marketing. But digital marketing isn't just about the channel, it's the mechanism by which people are creating and sharing experiences; engaging not only with each other, but with companies they do business with.
With such high channel fragmentation, making strategic decisions on audience, content and platforms is critical. Marketers need the capability to define their market, build outstanding content, tailor messaging and provide that messaging in the right medium – quickly!