Digital is not a niche. As a role, as a strategy, as part of an organization. And, we need to stop thinking about it as such.
When I started my career early on, digital was more of a speciality. But with the shift in consumer behavior, those days of it living in a silo and hoping to be successful are long gone.
Think about it. The phone is the first thing consumers reach for in the morning, and it’s the last thing they put down at night. It’s the vehicle to reach your consumer, no matter the target.
But for all the talk about being digital first, we still have a long way to go. Brands need to stop treating it as a silo. We don’t need separate digital teams– we need digital teams embedded within the larger strategy. We need marketing leaders who are truly obsessed with consumer behavior online. And, are driving 360 marketing plans with digital top of mind.
Digital *is* the grounding force in a marketing strategy today. No, it doesn’t reflect all marketing, but everything else is now a specialty.