In the initial phase of the advent of the internet, a lot of companies could not trust this technology and developed their own websites pretty late. Same is true about today’s digital experience where several companies, big or small, have proven to be laggards. Now the technology revolution has hit the peak with examples such as tablets being adopted in the quickest possible time in 2012 or Pokémon Go registering fifty million downloads in just nineteen days. Email is one of the top digital marketing tools and its biggest advantage is the fact that emails are compatible across all platforms. Websites now need to be fully responsive to provide the all round digital experience to visitors. Digital advertising, social media, mobile applications, Internet of Things (IoT), wearable technologies, bots, smart agents, voice messages, Augmented Reality (AR) and Virtual Reality (VR) complete the full array of tools that marketers these days must apply.  

Source: http://www.zdnet.com/article/the-bar-for-digital-experience-is-rising-in-exponential-times/