Today even the most basic marketing initiative requires a small army of digital specialists to bring it to market. Will the campaign involve content marketing, real-time marketing, mobile marketing, or location-based marketing? Which advertising formats and media platforms will be used? How will the campaign be delivered and monitored across channels? How will the data be collected and analyzed?
For me, the most important question that senior-level marketers should ask themselves is probably the most controversial: how much do they really need to know about every facet of digital marketing?
Read the rest of 'Who needs digital expertise' at Campaign Asia-Pacific.