Advertising and marketing were once the domain of a few powerful people who told customers what they wanted. Customers are no longer told what they want. The pervasiveness of digital technology has empowered the customer when it comes to making purchasing decisions. They tell businesses what they want, how, and when.

Marketing and digital marketing, in particular, has created a symbiotic relationship between businesses and their customers. The proliferation of digital tools and the internet has opened a free-flowing, two-way marketing channel into our daily lives.

 Digital marketing does not deviate much from traditional marketing. However, it does offer unique opportunities that used to be more difficult to execute. For example, marketing campaigns can now be easily tailored to target specific customers, ‘attention for value’ can be leveraged to create consumer demand, and the customer experience can be personalised and leads to a far higher return on investment.