Now let's be clear, digital marketing itself is not on the wane, just the term "digital marketing."

A survey of marketing executives clearly shows that these folks are done using the term "digital marketing." Now, it's just marketing, as 98 percent of marketers agree that online and offline marketing are merging.

"There is little doubt that digital marketing is now mainstream," said Yvonne Genovese, group vice president at Gartner, which conducted the survey. "Marketers no longer make a clear distinction between offline and online marketing disciplines. As customers opt for digitally led experiences, digital marketing stops being a discrete discipline and instead becomes the context for all marketing. Digital marketing is now marketing in a digital world."

However, it was also reported that only about a third those surveyed said that digital marketing techniques are fully incorporated into the overall marketing operation. So while the term "digital marketing" is becoming obsolete, some marketing teams still have a learning curve ahead of them.

When it comes to B2B advertising in the pulp and paper industry, this learning curve can easily be overcome by partnering with a Paperitalo Publications -- which has always been digitally native.

While other media outlets still push advertising in the magazines (and let's face it, that stack of industry magazines laying around mills has drastically dwindled over the years) and have only recently dragged themselves kicking and screaming into the Internet era, Paperitalo Publications has been on the cutting edge when it comes to online publishing and marketing since its inception.

When something major happens in our industry, Paperitalo is first in news, and our loyal readers and advertisers have taken notice. We don't wait days -- or even weeks -- to bring you the news; we serve it up fresh daily, as it happens.

Industry executives who are decision makers when it comes to purchasing your products and services are no longer waiting for their magazines to read up on old news -- they are getting their news online.

That's why digital marketing is now mainstream and should be a top priority for marketers.