​Personally I find this piece both interesting and disturbing - the shift in what marketers themselves think of as the most important tools they have in the tool-bag is clearly shifting to hands-on, tactical capabilities with strategy dropping way down the list. This may be a genuine reflection of what is being asked of so many in the profession (the lesser of two evils) or it may just be a growing obsession with all things digital, which needs to be challenged. It is of limited value to be a maestro on the tools if you cannot build a brand or marketing strategy to align with the business strategy. How does this article make you feel about your chosen profession?