GE powers new digital model

This event report shows how General Electric, the industrial conglomerate, is closing the gap between digital and traditional marketing.

GE powers new digital model

Geoffrey PrecourtWarc

In recent years, leading marketers have insisted that the distinction between "digital marketing" and "marketing" has disappeared as the ability to engage consumers on a one-to-one basis redefines the way companies interact with customers.

And General Electric Co., according to Andrew Markowitz, general manager of the company's Performance Marketing Labs, wants to take that linguistic exercise a step further. "Marketing has gone digital," he said. "But, in fact, all business has gone digital."

Enterprises such as Uber, Facebook, Alibaba and Airbnb, he continued, "carry no inventory. In fact, they are...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands