--- title: Why digital marketing needs to be rethought description: Today, to be successful, organizations must reconsider digital marketing strategically, focusing on customers, data, and technology. image: https://blog.digitall.com/hubfs/iStock-1026694804.jpg --- [![Logo\_Logo white](https://blog.digitall.com/hubfs/Logos/Logo_Logo%20white.svg) ![Logo\_Logo colored](https://blog.digitall.com/hs-fs/hubfs/Logos/Logo_Logo%20colored.png?width=400&height=54&name=Logo_Logo%20colored.png)](https://blog.digitall.com/) - [to the DIGITALL homepage](https://digitall.com/) - [English](https://blog.digitall.com/why-digital-marketing-needs-to-be-rethought) - [Deutsch](https://blog.digitall.com/de/why-digital-marketing-needs-to-be-rethought) - [English](https://blog.digitall.com/why-digital-marketing-needs-to-be-rethought) - [Deutsch](https://blog.digitall.com/de/why-digital-marketing-needs-to-be-rethought) - [to the DIGITALL homepage](https://digitall.com/) - Example Link - Example Link - Example Link # Why digital marketing needs to be rethought By [Sabine Kirchem](https://blog.digitall.com/author/sabine-kirchem) on 31.07.2025 [CRM](https://blog.digitall.com/tag/crm) [Digitalisation](https://blog.digitall.com/tag/digitalisation) [CustomerManagement](https://blog.digitall.com/tag/customermanagement) [dCRM](https://blog.digitall.com/tag/dcrm) ![Featured Image](https://blog.digitall.com/hubfs/iStock-1026694804.jpg) 1 min read Digital is no longer an add-on; it forms the core of modern customer experiences. However, many marketing strategies remain stuck in the past, focusing on products, driven by channels, or overly fixated on technology. The chapter **“Building a Next-Generation Digital Marketing Strategy”** makes it clear that, to be successful today, we must rethink customers, data and technology together in a strategic manner. What I took away from the chapter: - Marketing must shift from a push approach and towards relevant, data-based interactions that are precise, contextualised and empathetic. - The convergence of social, commerce, Customer Relationship Management (CRM), and service requires a new operating model – Customer Experience Management (CXM) instead of CRM and experience instead of transactions. - The key component is the ‘golden record’, which serves as a complete, consolidated customer profile that becomes the true source of truth. - Data silos, poor data quality and a lack of customer consent are no longer just IT problems; they pose a threat to any strategic initiative. - A sustainable, scalable digital strategy is based on a solid data foundation, intelligent segmentation and platforms capable of orchestration. My conclusion: This chapter offers both a warning and a fresh perspective. It emphasizes that digital marketing must encompass more than just automation and retargeting. It is a call for data-driven marketing that is respectful, intelligent, and genuinely places people at the center. 🔗 [To the book on Springer](https://link.springer.com/book/10.1007/978-3-658-45798-3) ***This blog post is based on the chapter “Building a Next-Generation Digital Marketing Strategy” by Frédéric Demierre from the book “CRM Goes Digital – Design and Use of Digital Customer Interface in Marketing, Sales and Service”, published in 2024 by Springer Gabler Publishing House.*** Share: [![Share on Facebook](https://blog.digitall.com/hubfs/Blog%20Files/Icon_Facebook.png)](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fblog.digitall.com%2Fwhy-digital-marketing-needs-to-be-rethought) [![Share on Twitter](https://blog.digitall.com/hubfs/Blog%20Files/Icon_Twitter.png)](https://twitter.com/intent/tweet?url=https%3A%2F%2Fblog.digitall.com%2Fwhy-digital-marketing-needs-to-be-rethought&text=Why+digital+marketing+needs+to+be+rethought) [![Share on LinkedIn »](https://blog.digitall.com/hubfs/Blog%20Files/Icon_Linkedin.png)](https://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fblog.digitall.com%2Fwhy-digital-marketing-needs-to-be-rethought&title=Why+digital+marketing+needs+to+be+rethought&summary==Today%2C+to+be+successful%2C+organizations+must+reconsider+digital+marketing+strategically%2C+focusing+on+customers%2C+data%2C+and+technology.) [![Share on Xing »](https://blog.digitall.com/hubfs/Blog%20Files/Icon_Xing.png)](https://www.xing.com/social/share/spi?url=https%3A%2F%2Fblog.digitall.com%2Fwhy-digital-marketing-needs-to-be-rethought) [![Send via E-Mail»](https://blog.digitall.com/hubfs/Blog%20Files/Icon_Email.png)](mailto:?subject=Why%20digital%20marketing%20needs%20to%20be%20rethought&body=https%3A%2F%2Fblog.digitall.com%2Fwhy-digital-marketing-needs-to-be-rethought) #### by [Sabine Kirchem](https://blog.digitall.com/author/sabine-kirchem) Sabine Kirchem is a Marketing, Brand, and Communications expert as well as a book author. She is enthused by innovation topics, current trends and technologies in the areas of digitalization, marketing and communications. [Back to Blog Starting Page](https://blog.digitall.com/) RSS-Feed:  [Subscribe to our Blog](https://global.digitall.com/blog-subscription?hsLang=en)     ### Posts by Tag - [Digitalization (55)](https://blog.digitall.com/tag/digitalization) - [Megatrends (27)](https://blog.digitall.com/tag/megatrends) - [CRM (22)](https://blog.digitall.com/tag/crm) - [CustomerManagement (22)](https://blog.digitall.com/tag/customermanagement) - [dCRM (22)](https://blog.digitall.com/tag/dcrm) - [Market Research (20)](https://blog.digitall.com/tag/market-research) - [Digitalisation (19)](https://blog.digitall.com/tag/digitalisation) - [Leadership & Inspiration (17)](https://blog.digitall.com/tag/leadership-inspiration) - [Values & Culture (14)](https://blog.digitall.com/tag/values-culture) - [Cyber Security (10)](https://blog.digitall.com/tag/cyber-security) See All ###### 2 min read #### [Why Customer Experience Is Becoming the Ultimate Competitive Edge](https://blog.digitall.com/why-customer-experience-is-becoming-the-ultimate-competitive-edge?hsLang=en) by Sabine Kirchem Products can be replaced, prices can be compared, but experiences last. In the chapter **“Customer...** ###### 2 min read #### [Why smart technologies are transforming relationships](https://blog.digitall.com/why-smart-technologies-are-transforming-relationships?hsLang=en) by Sabine Kirchem Customer Relationship Management (CRM) is no longer just a technical discipline but revolves around... ###### 1 min read #### [Why feedback is the biggest untapped resource in customer management](https://blog.digitall.com/why-feedback-is-the-biggest-untapped-resource-in-customer-management?hsLang=en) by Sabine Kirchem There's loads of data out there – but are we truly utilizing it? 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