Digital Marketing, when done right, is like a symphony.

• It takes many musicians playing their parts to create a desirable sound and impact.

• At different points in time, the audience hears more or less from certain instruments.

• Each musician gets a chance to shine (i.e. play their solo) when a certain sound or effect is called for.

• Individual audience members may respond very differently to different sounds and instruments (personalization).

• Ultimately, the score is most powerful when the musicians are playing together — from the same page (consistent branding) — as the orchestra reaches its crescendo (Italian: “too grow”).

Our job, as digital marketers, is to play the right instruments…at the right time…in the right pitch….to delight and engage.