Professor Mark Ritson recently argued that digital is being swallowed up by marketing. He smugly declared that "the whole focus on digital stuff will soon fade away". He claimed that anyone with the dreaded D word in their title anchors them in a "tactical ghetto" for the rest of their career. I disagree. Digital is, … Continue reading Digital is so much more than marketing
Digital is changing our world, is it changing your business?
As consumers we’re adopting digital technology more and more each day and our expectations continue to rise. Whether it be expecting Strava to accurately record your morning run, Netflix to know where you are in your favourite series (regardless of which device you’re using) or Alexa to alert you when your train is going to … Continue reading Digital is changing our world, is it changing your business?
Digital is the responsibility of the CEO
Most businesses now have some level of digital representation in the boardroom. The CMO will be responsible for a company's digital experiences and its digital marketing. The CIO or CTO oversees underlying technology platforms and data collection. The COO may use digital technology to improve the efficiency and effectiveness of business operations. In some organisations … Continue reading Digital is the responsibility of the CEO