Given all of the tools at our disposal, I’m continually surprised by the lack of personal touch in most B2B and even B2C Internet marketing initiatives. Just because online marketing is a digital medium does not mean it has to be cold and impersonal; rather, as marketing continues its rapid shift online, businesses must learn to personalize their digital assets in order to stay competitive. They must figure out how to use digital means to form connections that matter. To riff on a popular aphorism, to ignore (your audience) is human, to connect (with them) is divine.