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PHOTO: Tachina Lee There’s talk around the martech water cooler about dropping the digital when it comes to “digital experience” and “digital marketing.” The thinking goes that everything today is digital. Even direct mail and in-person events (remember those!?) are digital, due in part to how we design, track and measure their success. And further, digital marketing (and the tactics it describes) isn t all that different from traditional marketing, it s just a fundamental component of the modern marketer s skillset.  I’d argue we’ve transcended digital. But in the end, we still need to serve something higher, and my argument is let it be brand. 

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