And here’s another thing. customers aren’t as excited about digital technology as marketers are – not when it is selling to them. In fact they are either so comfortable with tech and seen better on the games they play or in the phone they use that they are unimpressed. Websites are there to do a job, not there for entertainment. They need to be simple, obvious, functional. They’re not there to prove how cool we are.

As marketers we have been dreaming of the possibilites that digital technology can offer us for decades – even before there was such a thing as digital media.

Customers haven’t.