All this week on The Drum we've been running our Gaming Deep Dive. Powered by the insights of the gamers among The Drum's journalists and The Drum Network's experts, we've been taking a look at the marketing opportunities around gaming.
We recently sat down with seven leading business-to-business marketers (B2B) to talk about where the industry’s heading and whether the distinction between B2B and business-to-consumer (B2C) is collapsing. With B2B and B2B arguably converging, some commentators are heralding a new synthesis: human-to-human marketing. We couldn’t help taking the opportunity for a bit of buzzword-busting: do our experts see something new there, or just a trendy new phrase?