How GE breaks through the image of its past
Though business-to-business advertising has its own set of challenges and standards, digital marketing has changed the parochial nature of its messaging.
"Our customers and business leaders don't log on to a different internet at night," Linda Boff, General Electric's VP/CMO, observed. "When you think about that, the stakes for all of us have changed.
"Great experiences – whether they be on Amazon or Uber – are setting a different bar for us as B2B marketers, and we have to think about this in very, very different terms."
And,...