Who researches using a paper phone directory? Nobody.
Consumers now find their next purchases or services straight from their pockets, their laptops or their desks.
Once upon a time (OK, only a few years ago), an organisation could get away with just having a website.
If we wanted to really become aggressive, we would run a traditional advertising campaign promoting it. Nowadays, with the proliferation of social media and the increasing pressure to appear in search engine results, this is no longer the case.
The world's best digital marketing will be the world's most ineffective without considered promotion. Digital marketing has moved from the optional category for smart marketers, to absolutely necessary for organisations to survive.
About this post
The above is an excerpt from our 12 Truths of Digital Marketing book, which was published in late 2014. Although the physical book is now out-of-print, you can get an electronic copy by subscribing to the Bam Digital monthly newsletter.
To find out more about the 12 Truths book, we've written about it on this post: The Making of 12 Truths.