Sowmya Iyer We have seen an unprecedented acceleration and adoption of digital across businesses and daily lives of people. While businesses are reorienting themselves to the new normal – marketing functions within organisations will need to refresh and reinvent quickly to help put the businesses back on the growth track. An obvious direction is to dial up your presence on digital. Skew efforts in favour of digital channels. While this may seem like the promising way ahead – if not done right, this can also be a drain on resources with very little or no change in results. The sheer number of players flocking for discovery and visibility on digital platforms has made it mandatory to pause and assess.