The Quest to Leverage Digital Media

The technological foundation on which today's media landscape is built is so massive, so dynamic that today's CMO is tasked with deploying and refining currently approaches while simultaneously keeping an eye to the future for solutions that will provide a competitive edge. For almost every company, this means adapting and implementing digital media tools and techniques, such as Facebook applications, twitter feeds and other initiatives. The results, for many, have been mixed. Some companies are experiencing huge wins with social media. Other campaigns are falling flat.

The most successful campaigns are those that are built on an understanding that digital media is not a replacement or competition for current media and marketing campaigns.