Traditional marketing used to be much more static than marketing is today. This is because digital has made it faster to act, react, and gather data to then adapt a strategy. Marketing activity used to work in silos, have separate departments and separate teams that only came together when 'looking' at the big picture or from a top-level position making all the decisions without insight into what's happening in real-time. However with the exponential progression digital has had on communications, inside as well as outside of an organisation, activity needs to integrate and collaborate at a rate and so departments need to be in constant contact to react and innovate to keep up with consumers. The marketing comparison table looks and compares 4 core elements of where this affects businesses. The commercial landscape, internal communication, delivery and results.