We live and work in revolutionary times.
Constantly emerging technology and science are transforming the way we live, work and relate to one another
It's a complex socio-economic landscape, characterised by the convergence of digital and biological worlds, an explosion of channels and increased consumer control; and it's happening on a scale and at a velocity we have not experienced before.
Here's just a quick list of what's becoming a part of our lives:
All this frenzied pursuit of new ways of doing things creates a ‘noisy’ marketplace with a proliferation of data, voices, information, misinformation and resources from ever-expanding data stores and sources.
It’s challenging for any organisation to be 'heard', and for anyone seeking trusted sources.
Getting a return on your marketing communications investment in this environment, requires a balance of creativity, agility and an unrelenting dedication to your customer experience.
It's a complex socio-economic landscape, characterised by the convergence of digital and biological worlds, an explosion of channels and increased consumer control; and it's happening on a scale and at a velocity we have not experienced before.
Here's just a quick list of what's becoming a part of our lives:
- 3D printing
- artificial intelligence
- augmented reality
- biotechnology
- block chain
- Internet of Things
- nanotechnology
- quantum computing
- robotics
- virtual reality
- wearables
- web3
All this frenzied pursuit of new ways of doing things creates a ‘noisy’ marketplace with a proliferation of data, voices, information, misinformation and resources from ever-expanding data stores and sources.
It’s challenging for any organisation to be 'heard', and for anyone seeking trusted sources.
Getting a return on your marketing communications investment in this environment, requires a balance of creativity, agility and an unrelenting dedication to your customer experience.
It's a knowledge economy.
The main source of economic growth is shifting from tangible to intangible resources such as knowledge and ideas.
Our economy is not just about about making things, it's now also about doing things and helping people do things.
Today, knowledge is not just stored in expert minds, databases, books and physical repositories BUT also systems that enable knowledge sharing, collaboration and making things happen.
In other words, it's no longer just 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.
But here's the rub: this is the heartland for anyone passionate about communicating and marketing. It's our time!
Our economy is not just about about making things, it's now also about doing things and helping people do things.
Today, knowledge is not just stored in expert minds, databases, books and physical repositories BUT also systems that enable knowledge sharing, collaboration and making things happen.
In other words, it's no longer just 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.
But here's the rub: this is the heartland for anyone passionate about communicating and marketing. It's our time!
We can no longer afford to stand outside our market
and fish.
When you start navigating the hyperconnectivity, consumer influence, citizen power and tough competition (sometimes from a 14 year old genius driving a YouTube channel or SnapChat from their bedroom), you realise that there's a consumer and citizen revolution going on.
You cannot afford to stand on the side and fish. The old sh*t just isn't going to cut it anymore.
You have to join in the revolution.
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.
It's no longer a 'you and them' situation. It's an 'us' situation.
By joining the revolution, you suddenly see the possibilities and opportunities.
You cannot afford to stand on the side and fish. The old sh*t just isn't going to cut it anymore.
You have to join in the revolution.
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.
It's no longer a 'you and them' situation. It's an 'us' situation.
By joining the revolution, you suddenly see the possibilities and opportunities.
"But our website and social channels
get lots of hits, clicks and likes!"
Way to go!
But who's doing the liking? Friends, family, colleagues, existing clients?
After they like your post, are they actually buying your products and services? Changing behaviour? Coming back for more? Recommending you?
We've moved beyond awareness and vanity metrics. It's all about behaviour.
"Behaviour is the mirror in which everyone shows their true image." Johann Wolfgang von Goethe
With the explosion of channels, particularly social media, and monitoring services, there are many ways we can gain insight into human behaviour.
This is a priceless gift for marketing communication professionals to inform our thinking, analysis and decision making.
But how do we sort through the glut of data and insights out there to get reliable evidence?
A good start is to ditch the old survey tools and start observing how people use your interact with you ... experience what they experience ... dip a toe into all the behaviourial thinking going on around the world like the Harvard Kennedy School's BIG thinking and research
But who's doing the liking? Friends, family, colleagues, existing clients?
After they like your post, are they actually buying your products and services? Changing behaviour? Coming back for more? Recommending you?
We've moved beyond awareness and vanity metrics. It's all about behaviour.
"Behaviour is the mirror in which everyone shows their true image." Johann Wolfgang von Goethe
With the explosion of channels, particularly social media, and monitoring services, there are many ways we can gain insight into human behaviour.
This is a priceless gift for marketing communication professionals to inform our thinking, analysis and decision making.
But how do we sort through the glut of data and insights out there to get reliable evidence?
A good start is to ditch the old survey tools and start observing how people use your interact with you ... experience what they experience ... dip a toe into all the behaviourial thinking going on around the world like the Harvard Kennedy School's BIG thinking and research
