Digital marketing is powerful in two fundamental ways. Firstly, the audience can be segmented very precisely, even down to factors like current location and recent brand interactions, which means that messages can (and must) be personalised and tailored for them. 

Secondly, the digital sphere is almost completely measurable. Every minute and every click by a customer can be accounted for. In digital marketing, you can see exactly how various campaigns are performing, which channels bring the most benefit, and where your efforts are best focused. Cumulatively, access to data that measures the whole customer experience should lead to data-driven decision making.

Digital marketing is a two-way communication between the brand and the customer, providing the business with valuable data that it can use to inform better product and service design. The affordances of digital go beyond traditional modes of advertising and marketing. As well as information, digital marketing affords community, connection, feedback, and convenience. This makes digital marketing a powerful tool, if used properly.