That is why everyone whose ears are fine-tuned to the hum of engagement will have the right to claim digital as their rightful place to be in the new - ultimate? - landgrab that is currently sweeping across our cozy industry.
In the environment of the attention deficit syndrome, 'quantum' media channel counts, media-agnostic customers and de-owning of content, anybody who understands how to hook customers through various channels will win. Easier said, than done. Well, here's an idea: forget about channels as the place to start. Start with an attitude. Or, better, manage to put engagement at the heart of your new attitude towards creating marcomms. If you crack attitude - which, for many agencies, is difficult in itself - the channels to use become obvious, as well as what to do and say in them.
It's about attitude first, strategy second and technology last.
