NEW WAYS OF WORKING The change in the digital media landscape also has implications for the structure of the marketing department. As more channels emerge, new competences become necessary; this means that companies need to both recruit new talent and educate existing employees. The digital landscape in particular has given marketing departments new opportunities to test and measure their work. This has opened a more agile way of working, and companies that can utilise these new opportunities and combine them with older approaches that still work will increase their chances of winning.