Digital marketing changes extremely fast, but its main purpose does not. New platforms appear, trends shift, algorithms update, and now AI is becoming part of every conversation. However, behind all of that, the same basic question still remains: who is the consumer, and how can you solve a problem for them? I think this was one of the most valuable ideas from our guest speakers, Gretchen Holquist and Mo Tracy, because it helped me separate what is truly fundamental in digital marketing from what is only temporary.

I liked that the discussion did not present digital marketing as simply posting on social media or chasing whatever trend is popular at the moment. Instead, it showed that digital tools are useful when they are connected to a larger, smart strategy. The topic was also mirroring the idea of digital dexterity from MIT Sloan Management Review, which argues that successful transformation is not just about adopting new technologies, but about building the ability and willingness to use them effectively (Hill et al., 2026). I strongly believe this idea applies very well to marketing as well. It is not enough for a company to simply have access to new platforms, analytics tools, or AI systems. Instead, what matters is whether people know how to use those tools thoughtfully and in a way that actually improves communication with customers.

Another thing that stood out to me was the role of flexibility. In digital marketing, change is happening fast, so being too attached to one method can quickly become a disadvantage. At the same time, flexibility should not mean losing focus. I really liked the idea that if you understand the “constant part” – the audience and the value you provide to them – then it becomes much easier to adapt the changing part, which is the technology, platform, or essentially any other tool you use. To me, that shows that digital marketing is not only creative, but also requires strategy and human judgment.