BC NA December 2020

DIGITAL STRATEGY
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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