The speed of change on digital has long been a known entity. Keeping up on the latest trends and tools is an endless job for those in the industry. But changes within the tools were almost always business positive. When a vendor launched a new beta, it was either unnoticeable because it was focused on back-end processes or added features and capabilities that benefited users. The rise of the super vendors, like Facebook and Google, have put digital marketers in a tough spot. What was possible a few months ago may no longer be an option. Or worse, it’s still an option, but the minimum spend increased significantly, which can be insurmountable B2B.

Digital Tool Changes