Digital marketing is increasingly central in an organization’s acquisition and customer experience strategies. Its rise to prominence is largely justified.

• The majority of organizations underuse digital today. There is little communication between media spending and a company’s own channels (web, apps, etc.).

• Privacy concerns mean first-party data become the most reliable source of insights for any organization.

• If too narrowly considered, Digital Marketing risks becoming “just another silo” in an already fragmented organization that will never deliver on digital’s full potential.