The Power of Unity For more information, please visit integrate.com/contact © 2019 Integrate Inc. B2B Display Advertising: Find, Nurture, and Harvest. ‒ Redefining Display Advertising For The 21st Century Most people don’t realize just how deeply Internet technology has disrupted the traditional marketing model. In the last ten years alone, the pace of technological innovation has increased to the point where advertising firms around the world are constantly forced to reassess their strategies and adapt to what has rapidly become a volatile and increasingly competitive arena. That being said, the arrival of powerful online marketing tools, such as target ad campaigns, native advertising, and mobile web platforms, among others, has also resulted in a staggering array of opportunities for those organizations looking to cultivate lasting connections and relationships with businesses on both a domestic and international level. The business owner of the 21st century has probably been introduced to digital marketing at some point or another, either through industry publications, blog articles or personal connections. Within the myriad of data points, anecdotes and infographics included in these resources, readers are likely to find one consistently recurring theme: the number of outlets for advertising distribution has only continued to grow larger in recent years, which, in turn, has resulted in an astounding array of opportunities for those hoping to connect with a massive online consumer base. Savvy entrepreneurs and tech firms have moved quickly to catch the eye of potential customers, developing targeted marketing schemes which transformed a user’s web browsing history into customized display advertisements geared towards their individual buying habits. Therefore, a more personal impact is needed to ensure that online audiences retain a business’ specific message and brand. This, of course, doesn’t mean to imply that the potential for effective display advertising has been reduced permanently. Instead, it demonstrates that businesses operating within both the B2C and B2B sectors must reinvigorate their marketing platforms with creative schemes that do more than simply show a customer an advertisement for a product they looked at on eBay less than an hour ago. Now, more than ever, advertisers have been challenged to create an undeniably authentic connection with their audiences. While this is undeniably a difficult proposition, it is also an opportunity to dramatically redefine the tired, worn-out dynamic between vendor and consumer that has persisted for decades. Are you up to the task at hand? That being said, the near ubiquitous nature of this “personalized” technology has resulted in a far-reaching apathy and “so what?” mentality found in the vast majority of web users.