In a fragmented digital environment, traditional identifiers are losing reliability, meaning that mere presence across multiple channels is no longer sufficient. The key challenge in marketing has become the coordination of all user touchpoints, as siloed channel activities lead to audience overlap, inefficient budget allocation, and communication that appears effective but fails to deliver real impact. The answer to this challenge lies in multichannel orchestration, which is grounded in an understanding of user journeys and the role of each touchpoint in achieving business objectives.

Marketing today is no longer merely a matter of communication, creative solutions, or brand visibility. It is increasingly becoming one of the key drivers of business growth. At a time when the economy is slowing, markets are fragmenting, and consumers have higher and more clearly defined expectations, it is becoming evident that competitive advantage will belong to companies that no longer manage marketing manually, but instead manage it systematically, supported by data and technology.