Helge's lovely deck above has lots of interesting, provocative and beautifully expressed thinking in it - have a read.
Increasingly I'm finding the work 'digital' more of a hindrance than a help. It's too broad to mean anything.
Sometimes its used to mean stuff on the web, but it really applies to everything.
'Digitisation' changes, has changed, the ecosystem of media, and all other channels are changed in relation to interactive communication technologies.
It doesn't just open up a new channel: it changes how all the other channels work as well.
But, when everything is digital, using the word won't make any sense.
As Helge point outs, it's not about finding new places to advertise, it's about the entirely restructuring the relationship between companies and their customers.