Digital is no longer just a channel, digital is a layer: A layer that spreads itself across the entire span of the brand, and its almost omnipresent nature owes itself to the behaviour of the current generation of consumers.
Ever since the advent of digital marketing since the early 2010’s, more than just communication strategies were starting to change. The way we build brands, provide customer service, reach audiences, distribute products, recruit talent, collaborate research, train new employees etc. had also started off on their evolutionary journey.
From being just a support function for your communication, it has grown to become the primary channel of communication; From being just an accessory, it has intertwined with our lives to become an extension of ourselves… .so much so that it has secured the position of a permanent layer that resides between the consumer and the rest of the world.