Digital marketing used to be just a blip on a company’s radar. “In 2006, when I started working in marketing, digital strategy was becoming more important but it wasn’t a focus yet,” said Jim Higgins, a senior vice president at The Marketing Store, a global customer engagement agency. In the years since, brands have replaced passive marketing tactics like mailers and TV with digital-driven experiences like social media and chatbots that call upon user participation and yield measurable ROI data.
