South Africa, June 6 -- Digital is not a department. It's an ecosystem that bridges brand, revenue, and operational insight. Treating it as a marketing line item misses the point.

The traditional view of digital as a subset of marketing is no longer fit for purpose. In a data-driven world where every click, conversion, and complaint leaves a measurable footprint, digital touches every corner of the organisation - from brand to bottom line, logistics to loyalty. Yet, many companies still structure digital around vanity metrics, misreporting success as impressions and reach, rather than revenue and retention.

This paper argues that digital should not reside solely within the marketing department. Instead, its stewardship requires shared o...