By 2016, 89% of companies expect to compete mostly on the basis of customer experience, versus 36% four years ago.. Gartner in the MTA blog

Lawrence Collis and David Wiles explain why they founded the Marketing Technology Association 

Digital.

It’s a word that can strike either excitement or fear in the heart. That’s because many business leaders are being thrust into a new world. A world that doesn’t make them feel brave. A world built on technology.

In April 2012 The Economist ran a front cover feature that talked of a Third Industrial Revolution, on how manufacturing is going digital. If we pause for a moment and consider what that means in practice, the profound shift that is underway: advanced manufacturing, 3D printing, cloud computing, social. This is not only industrial change, it is cultural change. On a global level.