Digital marketing is at a frontier. The promise of the digital era is huge for brands. Yet many brands are treating digital like a brochure, creating glossy images and videos and simply paying to target these to individuals on social and mobile channels. True digital brands however are grasping that through delivering a more interactive, real-time marketing experience they are able to not just extend, reach but also gather data and form a direct relationship with consumers. The disaggregation of brands by retailers can be a thing of the past for savvy digital brands.