When you work in digital marketing, perusing (and gleaning inspiration from) social platforms comes with the territory. But when even a tech columnist for the New York Times admits he needs a break from his phone — and from social media in general — participating online can suddenly feel like a draining experience.

Some marketers combat digital fatigue by only knowing enough intellectually to get by. But today, you have to be a proper digital consumer to market online.

In this article that I contributed to adotas.com, I discuss the necessity for digital marketers to also be digital consumers, and substantiate my viewpoint with evidence that’s hard to ignore. Tell me, are you a digital consumer? Would love to hear your ideas on the concept and where you are in your technological knowledge.