The conventional marketing strategy involved the four steps- plan, execute, analyze and adjust. This system has come under attack due to the express pace of modern businesses. A slight delay will lead to a rival or some fleet-footed startup to take away their position. Research conducted clearly shows that while majority of business leaders understand that digitization is a must, most companies are not utilizing the same. Digital transformation is a change in ideology across fronts within the organization. More technology does not mean digitization as it needs to be as it needs to be implementable and useful for the people. The marketing department needs to collaborate with the IT to succeed at digital marketing. Digitizing the brand involves the collaboration across the organization enabling the breakup of silos.

Source: http://www.marketingtechnews.net/news/2016/aug/31/you-dont-need-digital-strategy-just-digitise-your-business-strategy/