Marketing in a world gone digital

No change has had more impact on marketing since the turn of the century than the dominance of the digital culture. Whether you’re an established company like 3M which has been around for more than a century, or a new start-up, success depends on your ability to market in today’s world.

I’m not talking about “digital marketing” but, marketing in a world that’s digital. Organizations must embrace this mindset, not just in the marketing department, and incorporate it into everything the organization does.

Today, almost 90 per cent of B2B buyers start their purchasing process online, with the first serious engagement with a sales representative taking place, on average, 57 per cent of the way into the buying process, after the customer has done a lot of due diligence through digital means.

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