There were some exciting new developments in digital marketing last year, but despite all that hard work the industry seems to have forgot a thing or two. Many areas still lack the conditions needed to realize innovation and enable businesses to fully benefit from these developments. With this in mind, it would seem that the industry could use a break from new trends. A break that would allow businesses and teams to focus on creating the structures necessary to make trends and technologies truly scalable. In the end, revolution is only one step in an evolutionary process.