The technological developments of multiple-channel touchpoints,  connecting devices and numerous social media platforms has given the customer control of conversations.

In a media landscape where technology, data and algorithms increasingly dictate the way we receive and interact with content, we have lost the ability to control the story; today businesses are fighting to become part of the conversation.

Consequently there is a market for new, specialised digital media partners and a marketing function that can excel in an ecosystem going through a rapid transformation; to regain strategic influence and drive commercial delivery, the challenges are significant.