In the Digital Strategy Sessions I run I sometimes start by saying that I am going to try and make an argument with which the people in the group should feel free to disagree. I go onto suggest that digital marketing is dead, and that we should talk about marketing strategy in a digital world. To illustrate my point, I occasionally describe meetings where I’ve sat with a group of senior executives who are grappling with how they should handle the effects of digital and networked media on their market. However, when I raise a few issues for discussion there is a slightly awkward moment and the executives in question say words along the lines of, ‘Let’s wait for Fred – he’s our digital specialist’. At that point, the barriers go up and, ‘Fred’ becomes a way of avoiding the digital issues – whatever they may be. The idea of marketing strategy in a digital world can sometimes help overcome this obstacle and ground subsequent conversations. We can then go on to discuss which aspects of the digital world are relevant to the executives' specific market sector and planning techniques for including them within ongoing business planning - in ways that everyone can understand and appreciate. Not just Fred.