Businesses face crossroads when emerging technologies achieve critical market adoption. Companies that don’t have the strategies in place to embrace technological market changes have shown to suffer negative consequences.

Two major examples are the rise of the internet in the mid-2000s and the advance in mobile technologies a decade later. Organizations that failed to implement internet marketing and commerce lost significant market share. The same happened in the mid-2010s when everything needed to be mobile-first—otherwise, a brand could easily lose half of its audience.


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