Across computers, smartphones, tablets — and soon TV, cars, appliances, wearable computing, and who-knows-what-next — people are continuously engaged in digital platforms at work and home. Digitally-powered buyers have enabled entire marketing movements such as inbound marketing and conversion optimization.

This huge shift in audience behavior has naturally been followed by a shift in marketing spend to the digital domain. It’s not just digital advertising, but investment in technology, human resources in digital functions (such as social media), and budget reallocation towards digital-centric services. This will only accelerate as companies advance from digital marketing to digital business. As Mary Meeker recently said, digital gives us the opportunity to re-imagine everything.

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