DIGITAL STRATEGY
68 opportunities cheaply , be much more precise about how you connect with customers , and go after a much more granular and widespread set of opportunities . Is it even possible to be a ‘ non-digital ’ brand in today ’ s environment ?
The challenges are huge . On the one hand , it requires a new order of collaborative leadership to manage the complexity of technology and data-driven marketing at an unprecedented degree of granularity .
Marketers have to work closely with IT , sales , operations , finance , etc , to make digital work . On the other hand , just because digital gives you the opportunity to do more doesn ’ t mean that you should do it . Privacy , security and purpose are all issues that consumers care deeply about , and brands need to continually balance how they want to connect with customers with the need to maintain trust with them .
MM : All brands are now digital brands . The differentiators are ;
DECEMBER 2020