In the Digital Strategy Sessions I run people arrive with a great variety of different ideas, problems and views on digital marketing and the digital world. Unsurprisingly, the larger the group the more varied the views, issues and concerns; so when it comes to groups of sixty or seventy, there’s always a real melting pot of outlooks. For example, the term digital strategy itself is very open to debate. Personally speaking, it means aligning digital investment with real business outcomes. However, for others it means the correct blend of digital tools or analytical-based targets. I don’t think there’s any clear or perfect view as the digital world is so fluid and drives consumer behavior in different directions in different sectors. So, particularly with larger groups, the purpose of the Digital Strategy Sessions is to raise and understand the broad issues that are creating changes in the marketing mix and how they affect overall marketing strategy in specific markets.