We live and work in the fourth industrial revolution.
It's a complex landscape, characterised by the convergence of the digital and biological worlds and emerging technology: artificial intelligence, robotics, the Internet of Things, self-driving cars, 3D printing, nanotechnology, biotechnology, energy storage and quantum computing.
It's transforming the way we live, work and relate to one another.
It's happening on a scale unlike anything we have experienced before.
It's happening at incredible velocity.
It's a knowledge economy
If you don't know what's happening, how can you decide what to avoid (now) and what's going to help you?
The main source of economic growth is shifting from tangible resources to intangible resources such as knowledge and ideas. Our economy is less and less about making stuff and more and more about doing things and helping people do things.
The meaning of knowledge has shifted from stuff that is stored in expert minds, databases, books and other repositories to systems that enable knowledge sharing, collaborating and making things happen[S1] .
Knowledge is no longer produced by individuals but rather by collectivising intelligence through groups of people working together for a specific purpose.
As a result there is a proliferation of information and resources from ever-expanding data stores and sources.
This highlights the value of helping staff navigate knowledge and resources to connect to what they need, particularly in complex organisations.
Marketing communication professionals are on the front line.
Navigating the hyperconnectivity, consumer influence, citizen power and tough competition (sometimes from a 14 year old genius driving a YouTube channel from their bedroom). Indeed, your budget big or small, doesn't mean much today if you're not prepared to challenge conventional thinking and invest it where it will actually give you a return.
one thing is clear: the response to it must be integrated and comprehensive, involving all stakeholders of the global polity, from the public and private sectors to academia and civil society.
The possibilities of billions of people connected by mobile devices, with unprecedented processing power, storage capacity, and access to knowledge, are unlimited.
It's also driving another revolution
There's no doubt our current environment is challenging, but it is also bursting with opportunities.
If there's a consumer and citizen revolution going on (and believe me there is) then marketing communication professionals have to start thinking in a revolutionary way. The old sh*t just isn't going to cut it anymore.
We live and work in a knowledge economy and this is the heartland for anyone passionate about communicating and marketing.
It's transforming the way we live, work and relate to one another.
It's happening on a scale unlike anything we have experienced before.
It's happening at incredible velocity.
It's a knowledge economy
If you don't know what's happening, how can you decide what to avoid (now) and what's going to help you?
The main source of economic growth is shifting from tangible resources to intangible resources such as knowledge and ideas. Our economy is less and less about making stuff and more and more about doing things and helping people do things.
The meaning of knowledge has shifted from stuff that is stored in expert minds, databases, books and other repositories to systems that enable knowledge sharing, collaborating and making things happen[S1] .
Knowledge is no longer produced by individuals but rather by collectivising intelligence through groups of people working together for a specific purpose.
As a result there is a proliferation of information and resources from ever-expanding data stores and sources.
This highlights the value of helping staff navigate knowledge and resources to connect to what they need, particularly in complex organisations.
Marketing communication professionals are on the front line.
Navigating the hyperconnectivity, consumer influence, citizen power and tough competition (sometimes from a 14 year old genius driving a YouTube channel from their bedroom). Indeed, your budget big or small, doesn't mean much today if you're not prepared to challenge conventional thinking and invest it where it will actually give you a return.
one thing is clear: the response to it must be integrated and comprehensive, involving all stakeholders of the global polity, from the public and private sectors to academia and civil society.
The possibilities of billions of people connected by mobile devices, with unprecedented processing power, storage capacity, and access to knowledge, are unlimited.
It's also driving another revolution
There's no doubt our current environment is challenging, but it is also bursting with opportunities.
If there's a consumer and citizen revolution going on (and believe me there is) then marketing communication professionals have to start thinking in a revolutionary way. The old sh*t just isn't going to cut it anymore.
We live and work in a knowledge economy and this is the heartland for anyone passionate about communicating and marketing.
"But isn't a website and Facebook page enough? I get lots of likes on my posts!"
Way to go!
But who's doing the liking? Friends, family, existing clients?
After they like your post, are they actually buying your products and services?
But who's doing the liking? Friends, family, existing clients?
After they like your post, are they actually buying your products and services?
8 days a week.
53 weeks a year.
25 hours a day.
Starting and running your own business takes time, commitment, resilience, energy and a touch of madness.
I mean, what could possibly go wrong, right?!.
So why do we do it?
Here's some of the reasons why:
I mean, what could possibly go wrong, right?!.
So why do we do it?
Here's some of the reasons why:
- Independence, flexibility – “I wanted to be my own boss ... make my own decisions ... work on my terms."
- Ambition – “I had an idea ... believed in my product/service ... spotted an opportunity/niche in the market ... wanted to fulfil a dream."
- The pursuit of excellence – “I wanted to do it better or differently to others ... use my experience in the industry to take it to the next level."
- For the love of it – “I want to turn my hobby into my income ... make a career of what I love ... devote more time to what I enjoy."
What do marketing communication professionals and business owners have in common?
They're busy!
Thanks to the explosion of channels and significant social change, we are working in what is arguably the most exciting environment for anyone who is passionate about creating things, sharing knowledge, communicating and exchanging.
But it's challenging.
There are now more ways to connect with people then ever before.
This has created more ways people can control what reaches them and avoid what they don’t want.
We are simultaneously getting closer to people around the world and fragmenting into micro communities and tribes.
A campaign we have invested money and time into can get less attention then a 15-year old kid having fun on YouTube. It's a lot to stay on top of and marketers, communicators and business owners are understandably struggling.
Added to that are consumers' expectations and perceptions.
Everyone is a marking communication expert.
We all use marketing communication channels in our everyday life; we know how they work.
However, the evidence-based science of marketing communication has become a little lost in opinion driven by personal experience and preferences.
As a result, professionals are spending valuable time having to educate their clients, before the work can even begin their work. In worst case scenarios, clients hang on to their own opinion and the resulting compromises can lead to bland, mediocre, ineffective work.
Finally, gone are the days when there were many specialists employed to undertake the different stages of the marketing communication process, from research and planning to delivery and evaluation.
Today, anyone wanting to market or communicate must wear many hats. To do their jobs, they have to be:
Thanks to the explosion of channels and significant social change, we are working in what is arguably the most exciting environment for anyone who is passionate about creating things, sharing knowledge, communicating and exchanging.
But it's challenging.
There are now more ways to connect with people then ever before.
This has created more ways people can control what reaches them and avoid what they don’t want.
We are simultaneously getting closer to people around the world and fragmenting into micro communities and tribes.
A campaign we have invested money and time into can get less attention then a 15-year old kid having fun on YouTube. It's a lot to stay on top of and marketers, communicators and business owners are understandably struggling.
Added to that are consumers' expectations and perceptions.
Everyone is a marking communication expert.
We all use marketing communication channels in our everyday life; we know how they work.
However, the evidence-based science of marketing communication has become a little lost in opinion driven by personal experience and preferences.
As a result, professionals are spending valuable time having to educate their clients, before the work can even begin their work. In worst case scenarios, clients hang on to their own opinion and the resulting compromises can lead to bland, mediocre, ineffective work.
Finally, gone are the days when there were many specialists employed to undertake the different stages of the marketing communication process, from research and planning to delivery and evaluation.
Today, anyone wanting to market or communicate must wear many hats. To do their jobs, they have to be:
- business strategists
- research experts
- behavioural psychologists
- consumer advocates
- architects
- engineers
- explorers
- navigators
- curators
- designers
- project managers
- production co-ordinators
- IT gurus
- multilinguists
- data scientists