Imagine that you are describing the use of the internet/World Wide Web/email/social media to a business marketing manager who retired over a decade ago (and who has had a particularly sheltered life since – let’s say, living in a log cabin without electricity or a telephone). To them, this sounds like the perfect marketing tool for gathering primary marketing research, securing secondary market intelligence and communicating with business customers. ‘Oh, well,’ you say, ‘it’s not quite as perfect as it sounds.’ Why not?