PART 3

The Proliferation of Digital and Big Data

Digital Defined

For being such a pervasive part of our lives, digital is a term that is often misused. Some people think it only entails websites, while others realize that it enables immediate communication across multiple channels including mobile. This confusion permeates the agency world, with most agencies claiming they have digital expertise when they have no capability to build technically oriented digital solutions that improve the customer experience. To clarify what most agencies do from what we do at GALE, we often talk about the difference between digital communication, which is focused on upper-funnel activity, and digital marketing, which is focused on lower-funnel conversion. ...

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