Digital Body Language Chapter 1: A Transformed Buying Process

An Excerpt from Digital Body Language, by Steven Woods

With the advent of many new technologies, there are often two distinct phases to their impact on the way things are done. First, the technology is adopted, but it is used in a similar manner to the prior solution, although often with significant incremental improvements. Then, as a second wave of change, the new capabilities are thought about in entirely novel ways, and the original problem is framed in a fundamentally different manner, leading to sweeping innovations in business practice.

This first chapter of Steven Woods' book, Digital Body Language, gives an overview how the radical changes brought about by online commerce are leading to fundamental changes in the nature of marketing and the nature of marketing’s relationship with sales.