Digital marketing screams ‘new technology’. But is effective digital marketing more about your business capability – your ability to change an operating model quickly – than about the technology itself? When a sudden situational change occurs, adapting your digital marketing on the spot, such as sending a relevant and timely tweet, has the potential to drive home your brand message far more effectively than a static banner advert, poster, or TV campaign.

Yet there is also still a place for traditional marketing techniques in today’s digital world. It’s about getting the balance right between all customer touchpoints. And it is about understanding how to unlock the value of data by putting it into context in real-time.