The Guardian recently asked experts around the globe about their best insights into 2015 trends for digital marketing. Their answers? Big talking points that pack a lot of punch. The entire piece is full of sage advice for all marketing professionals, and it’s a recommended read.

Here are the three top take aways:

Uriel Alvarado, chief marketing and public relations officer, Saxo Capital Markets:

Use your tech tools: “We now have the tools—using cookies, algorithms and programmatic marketing—to run huge automated and personalised campaigns more intelligently.”

Teresa Arbuckle, marketing director UK and Ireland, Grundig:

You can’t fool the consumer: “Consumers are more savvy to brand messaging than ever before and they are very vocal about brands that push self-serving content on them all the time.”

Lisa Thomas, CEO, M&C Saatchi Group

Stop thinking of digital as separate to marketing: “Digital now accounts for over half the media spend in the UK. I think that 2015 will be the year that the industry prepares itself to stop talking about it as something special and start using it with an imagination and scale that we haven’t seen before.”