Firstly, it underlines that, even at this point in the game, many big organizations have not bought in. Secondly, it implies that digital marketing is somehow separate from regular marketing, and that a cultural divide is the reason for slow adoption.
Organizations adopt marketing strategies for one reason and one reason only: They see value to their business. For digital marketers to be successful, we must be able to address standard marketing problems, rather than lament that clients aren’t far-sighted enough to see the new possibilities. The onus is on us, not them.
Getting people to know your product is the first step towards making them an active consumer. Although impulse purchases happen, it is usually for low involvement categories with thin profit margins. People like to buy what they know.