GE powers new digital model

Geoffrey Precourt

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 about value capturing. They're about value creation."