We all have different opinions and experiences influencing our perception of when the world started changing, personally for me it all started back in April 2005 when Thomas L. Friedman published one of the most influential books probably released that year –
We were entering Globalization 3, and it happened whilst we were sleeping. The world has changed from:
Countries ——> Companies ——> Individuals
The world became a flat global playing platform, the product of:
horizontal convergence of the Personal Computer, Fibre Optical Cables, Workflow Software & Standardized protocols, The Internet and later the WWW which brought about a technological revolution that transformed every aspect of business, life & society, which not even the Global Conglomerates could have prepared for.
My favourite flattener and most indulged concept since, that day in April 2005 when I read the whole book in one day, have always been “The Steroids”
“ Technologies that turbo charges and enables information – digitization; at high speed; wirelessly (mobile) shared on personal devices –
FASTER< FARTHER<CHEAPER and more easily! “
And this is exactly where the Google’s, the tweeters, the ipads, the Facebook’s of the world fit in.Soon after the “The World is Flat” , the discovery of things exploded as more and more journalists, authors and bloggers illustrated the changing world we live in, and each in their own individual right trying to make sense of this phenomena we find ourselves living through.
Think, Freakanomics, Tipping Point, Google, Life Inc, 7 habits of highly effective people, Good to Great, Who moved my cheese? , The Power of Now, The Innovators Dillema and more recently – SUPERCONNECT
The MEDIA REVOLUTION – key ingredient in the changing world we live in:
And today we are presented with what is called Web 3.0:
Digital convergence is taking on new meaning as we start seeing the proliferation of the internet across television, mobile devices and any other electronic devices both online & offline. The word interactivity takes on new meaning.
Technological innovations both online and offline brought about a modern day culture recently defined as the “ Innovation Insanity “ The media realized that the power are shifting into the hands of the consumers and publishing took on a different style of make up. People all over the world are realizing the playground is becoming smaller, and we are moving into an era where soon it will be one Global Technologically Connected world we live in.
The impact on society stretches into every industry where technological innovations and the internet changes the workplace, medicine, dating, drinking, eating, feeling, communicating, publishing, designing, developing, etc
In marketing, or real marketing as I like to call it, I feel the fight for digital can end now. It is no longer about budgets shifting or modern vs traditional or above, below, through or ontop of some silly line that no one even knows what it stands for. Technology is supposed to be integrated; it is about making lives better and bringing more relevant offerings. It is about increasing marketing effectiveness, lowering costs for research, it is about involving the customer. It is about publishers – no longer simply producing content, but rather “ packaged information” tailored according to behavioural and social habit analysis.
It is about connecting the dots, between people, products, places, information and this thing called life.
It is about the changing world we live in.