The Importance of Digital Marketing in an Organisation

The conflation of marketing with communication is extraordinarily dangerous to marketing. The first ten years of my career was in Mars where it was one of those organisations that inherently got it. It took some time through the eight years that they're aligned to get there but over the couple of years a few key things happened. Full service marketing function as I sometimes call it means you've got all the different bits of artillery to fight some of those battles.