Today, the question is no longer whether to advertise on digital channels, but whether to do so as a first and deliberate strategic choice. The focus has shifted from justifying digital advertising to evaluating the maturity and targeting of the digital approach. Businesses that do not yet recognise the importance of digital today risk losing visibility, market presence, and effectiveness tomorrow. Although market conditions are unpredictable and change rapidly, digital advertising remains a rare constant. Its value is not derived from its current popularity, but from its ability to connect data sources, advanced technologies and business objectives in real time. Compared to traditional channels, digital advertising offers faster response times, a higher degree of flexibility and more precise targeting. Today, it is a key tool for resilience and long-term growth.