Current Digital Marketing Is Sports-Watching, Rather Than Marketing

Who doesn't like watching thrilling football games on Sundays (U.S.) or soccer, cricket, rugby, or pretty much every other kind of sport (Rest of World)? Watching sports has always been a favorite, lazy pastime; never more so than now. 

Should digital marketing be a spectator sport, like watching sports? No. But sadly, most of the digital marketing we do today feels like watching sports — simply observing impressive-looking numbers on dashboards — when we should be focusing on real, meaningful marketing. 

I'm not making any sense?  I get that a lot.  Let me explain.