During the 1950’s, as the western industrialised world became richer, and products became more commoditised, we became a ‘service economy’. That is, more people were employed in the delivery of services than the making of products.
When Apple launched the iPhone in 2007 it wasn’t just a technological breakthrough. It ushered in a new era of communication, as it signified the beginning of ‘smart phones’ becoming mainstream. The ramifications have been enormous.
The nature of ‘digital’ is that every action, decision, comment, gesture and click leaves a data trail. An increasing amount of conversations are now taking place on social platforms. Smart phones are becoming our main communication tool and information hub, with built in cameras and videos capturing many aspects of life. Meanwhile the web is our main research tool. The data that exists, because of all this activity, is simply astounding. Today, every individual is leaving a data trail much of which is publicly available for any business to access.
With an ever increasing number of businesses blogging, using social media and producing content, it is the companies which stay ahead that will be successful in such a highly competitive environment.
Although the history of the internet can be traced back to the 1950‘s, it was during the 1980’s when the concept of a world wide network, which was all interconnected, called the ‘Internet’, was introduced. However, it was in the mid 1990’s with the widespread use of email, Voice over Internet Protocol phone calls, and the maturing of the World Wide Web, when the ‘internet’ started to have a revolutionary impact on the way we all live and work.
When you are thinking about how to communicate to your prospects and customers, what is your primary consideration?
Is it to whom you are speaking? In other words, is your first concern to understand whether your prospects are male or female, the ethnic group to which they belong, their income bracket or their age range?
We are in the midst of a revolution not seen before in any of our lifetimes. Communication is no longer one way, that is, from the few to the masses. Today, whether you choose to utilise YouTube, Facebook, LinkedIn, Blogger, Twitter, Google +, Instagram, Pinterest or any of the plethora of platforms available, everyone now has the opportunity to communicate beyond anything imaginable a few years ago. Moreover, mobile technology means we can use these platforms from almost anywhere in the world at anytime.
As ‘Social Media’ has become too big to ignore, most companies are dabbling with it in some way. Of course, there are businesses that take Social Media extremely seriously.
The World Wide Web is the biggest revolution in communication since the invention of the printing press. The printing press started the democratisation of information. Knowledge was no longer concentrated in the hands of the very few, but could spread far and wide. Without print, the reformation and renaissance in Europe couldn’t have taken place. In other words, print changed the world.
When Gutenberg invented the printing press in 1450 he precipitated the democratisation of information. Neither the reformation nor renaissance, in Europe, could have happened if the printing press had not been invented.