For the digital marketing industry, uniquely poised at the intersection of societal upheaval and technological acceleration, the “how,” “what,” and “why” of communication are about to be recalibrated—bringing with it new expectations, values, and opportunities for both marketers and the people they want to connect with.
“The digital marketing industry has been in full control for the past 10-15 years,” says James Penfold, Strategy Director at Rehab, a digital innovation agency. “They’ve had the audience at their fingertips, data-on-demand, and a monopoly over new technologies. Now, the tide is shifting, and they’re going to have to work harder to be creative, gain trust, hold our attention, and provide value.”
