Company landscape and their marketing efforts in general are not that great when it comes to digital. Digital marketers are scarce, and it will take a while before we reach an equilibrium between supply and demand, or if we ever reach that point.
The consciousness of people regarding digital as a medium of the communication is fairly limited as well. Exectivoes are lacking education on what is possible, what is probable as well as what is doable.
Just because it’s digital doesn’t mean that it is cheap. The talent pool is scarce, and effective digital marketing channel will be just as expensive as traditional marketing, in some cases even more expensive.