Think about the last time you made a major purchase online. Was it a plane ticket? An espresso machine? A pair of sneakers?
Now, think about where in your buying process the company you bought from made themselves digitally present. If you bought a pair of sneakers, perhaps you found them by searching “best sneakers for marathons” or “sale on running shoes.” If Google was the first place you went to find the product or service you wanted, then you’re a very typical buyer in today’s internet-driven world.