Some interesting thinking here. Nice to read in conjunction with thinking that suggests we will move away from 'Digital Strategy' and more towards 'Strategy in a Digital Age'. As many will note I am an advocate of integrated thinking but that does not preclude specialist understanding - quite the reverse.
The online marketing industry is complex and volatile, but an exciting one for anybody who stays up on modern trends. Each year, new hardware, new software, new companies, and new user preferences dictate a host of sweeping changes that either get adopted or ignored by the businesses of the world. Early adopters get a leg up on the competition, appealing to new markets or cementing their reputations as industry leaders, while those lagging behind miss out on a key opportunity to retain their positions.