From analytics to AI: Why many firms struggle to integrate digital tools

In a digital world, adding value through marketing remains a key challenge

'When people hear digital transformation, they tend to focus on the digital side rather than the transformation side.'

The term “marketing” first appeared in the 1900s, although the activity itself dates back centuries. Traditional marketing methods included newspaper ads, billboards, direct mail and other print-based mediums — often effective, but expensive and with limited reach. 

The rise of television — and to a lesser extent, radio — represented a paradigm shift in marketing, and allowed businesses to reach a much larger audience with greater precision, often providing opportunities to target specific demographics.