“[Smaller] companies are just getting left behind by the great march to the marketing stack.”
An absolute struggle. Email marketing was supposed to be this game-changing, competitive-flattening solution that allowed the Davids to play in the same arena as the Goliaths. It's no longer enough - there is too automation of data and processes to enable the ability to target the right message to the right device at the right time to the right person. It's a lot. And if you don't have the chops or resources, it's nearly impossible to compete.
(From my weekly newsletter: Sign up here!)