there is no such thing as digital.

Once, digital meant a new world — websites, newsletters, social media, e-commerce. A fresh category that agencies and clients alike raced to conquer. But today? Digital doesn’t exist anymore. It’s just… everything.

Take TV. Maybe the last stronghold of traditional media. Even here, lines have blurred. Belgian Digimeter data shows more than half of Flemish people watch TV through digital platforms. In the UK, Ofcom’s Media Nations report says on-demand streaming has overtaken scheduled TV viewing. Even ads themselves are now data-driven and personalized — no longer one-size-fits-all.

So why do we still talk about digital strategy as if it’s a separate thing? It isn’t. It’s the strategy. Full stop.

When everything is digital, the real challenge isn’t mastering a new channel, it’s mastering the connection. How do we create stories that resonate when the entire environment is interconnected? How do we act in a world where the medium is not the message because the medium is everything?

Calling something digital no longer captures the shift. It’s not a medium or even a tactic. In terms of communication the word has become meaningless.