Digital has become a dominant component of customer experience. Previously, companies saw technology as a useful way to record information and transactions for analysis and post-processing. But we are now facing simultaneous, worldwide societal changes, precipitated by a pandemic that brought meetings and sales on traditional channels to a screeching halt, and accelerated digital commerce operations. The collective consciousness of consumers has also evolved, so companies must redouble their efforts to invent new business models, frequently in line with the circular economy and sustainability principles. Building a next-generation digital marketing strategy therefore requires a series of preliminary steps and investment before implementation.