Over the last 20 years, media has changed unalterably.

The Yellow Pages has gone, newspaper and television advertising has diminished, and the exhibition space is getting harder and harder.

The reason why is simple: so much of our purchasing activity happens online.

You don’t turn to the local directory any more – you fire up your laptop instead.

You don’t wheel around Encyclopaedia Britannica to get more information, you get out your phone and submit a search query.

And most crucially, when you want to buy something, whether B2B or B2C, you don’t stroll aimlessly down the high street, or rely on networking or referrals for purchasing recommendations, you hit Google.

Here’s the thing: so does your customer.