At first glance, it sure seems like digital is complicating marketing, and ruining things for marketers. One only has to run into the beleaguered marketer on the nearest street corner (isn’t that where they hang out?) to evidence the profound impact technology is having on the marketing function – that crazed stare, those bloodshot eyes bearing stark testimony to an unending flow of information to be absorbed, an unceasing deluge of content to be written. Operating on the front lines of digital transformation, one wonders how this intrepid marketer, and those like him, is able to keep it together at all (cocktails, but that’s a different story). Now for the ironic twist: even though it may be making life hell for marketers, digital is actually simplifying marketing, at least on a broad strategic level.