The thing is, marketers are still ”experimenting&quot; for the most part. 
Just as traditional advertising was sold to clients for years even when its efficiency could not be measured. Right now, it can be measured better through tracking, direct mail, “CRM” and the likes, but it doesn&#x27;t mean it translates into sales—far from it. Digital agencies are surfing on the hype and cashing in as fast as they can before clients cut their advertising budgets again, just as it happened with other channels, like TV ads for instance.