Chair of the Incorporated Society of British Advertisers' (ISBA's) digital, data and direct action group Alex Tait has stressed that the world of digital marketing is changing so rapidly that some organisations could be left behind if they do not react to the shifting market.
Writing in Marketing Week, he pointed to this year's annual digital survey from ISBA as evidence that the world of digital is having a major effect on how UK marketing organisations structure themselves.
"For example, there are numerous disciplines, such as social media, that would once have been the preserve of the digital silo but which now clearly need to sit right across the organisation," he suggested.
Fundamentally, it appears that the prevalence of digital marketing means that it is no longer considered a separate part of the business but an integral commitment that runs throughout a company's sales efforts.
This means that all firms need to have an understanding of the sector and hire high-quality staff with an awareness of the fluctuations within the market, Mr Tait explained.
Areas such as inbound links or content development for search engine optimisation are only to become more important over the next few years, as more people use the internet to research and purchase items and services.
One problem that can arise is a lack of digital expertise in leadership roles, leading to a disconnect between the executive side of a company and its online marketing arm, the ISBA report indicated.
"A major new trend reflected in this year’s survey is the explosion in tablet and smartphone sales in 2012, as well as the obvious future potential of digitised traditional media," concluded Mr Tait.
This was reflected by last year's report from NetSuite showing that m-commerce was worth roughly £56 billion to UK retailers in 2012.