Online marketing is driven through digital traffic. This presents challenges that differ from traditional marketing.

Imagine changing from motorway driving to a Formula 1 race circuit. Well, both the new environment and the operating rules are different. You must gear up to speed. Each circuit has its own features. Whatever the weather, you must adjust your strategy, driving skills and equipment to your specific circumstances in order to keep a clear focus and move forward in the right direction.

Both concentration and actions are critical. Through practice sessions, you fine-tune your strategy: ultimately, you decide on your final course of action for the race using appropriate resources (i.e. types of tyres, pit stops, etc.). During the race, while you watch out for other drivers, it is important to remain focused on your own objectives. Data analytics are key assets provided to you by your support team. If your circumstances change for one reason or another you must quickly adapt to the new situation, reposition yourself and move forward to the finishing line. But this is only one race in the championship, so start getting ready for the next one if you want to become a champion.