Once again, going back to my previous comments, it will be the companies that can best learn how to use the data they gather to suit their customers that will be successful in the future as we move more digital. Marketing has changed from just a selling tool to something that can add company and customer value, and adding customer value will be very beneficial for a companies bottom line.

Going back to my previous annotation, the level of data that digital advertising provides companies today allows them to track their customers like never before, as noted in the excerpt above. Companies that are able to understand this data and capitalize on it to best suit their customers are the companies that will be succeeding in the future as the world continues to move more digital.

Digital marketing has taken the understanding and adaptability of companies and how their customers interact with them to a much higher level than it has been previously, now giving them much more access to data than ever before. Because of this, they are able to change they way they market to cater to their target audiences.