It’s 2017, and the digital marketing world is chaotic. Google powers 3.5 billion searches per day. Vine is dead, and Snapchat is SNAP. We live in a multidevice world where more and more Web searches are happening on mobile devices. Digital FOMO is rampant, and so tactics supersede strategy. And the most recent US presidential elections demonstrated that using data (AKA polling) as a blunt instrument is risky.

Literature about the importance of digital strategy is starting to reach fever pitch as marketers prepare to spend over $100 billion on digital by 2019, according to Forrester.