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.
In a world where everything looks the same, buyers will start to make price the most important criteria. It is the one differential that they will understand. It makes sense and provides them with a tangible benefit, that is, more money in their pocket.
Why is it that before we get married, we are ‘engaged’?
Why do many public toilets say the word ‘engaged’ on the outside when they are locked?
We now live in a world where everyone has the opportunity to own their own media channels. Utilising Twitter, Facebook, LinkedIn, YouTube or any of the multitude of platforms that exist today, provide every individual with the opportunity to get their opinions and thoughts heard, in a way that most people could never have imagined twenty years ago.
There is no doubt that in a web enabled digital age the role of a salesperson has to change. Quite simply, in most markets, prospects now have more access to choice and information than ever before. This has altered the way buyers access choice and make decisions. Simple logic would, therefore, dictate that sellers have to react and alter their own behaviour.
We used to live in a world where everyone knew the places to go for information. In the main, people would obtain their news from the same few newspapers, radio stations and TV channels. Specialist knowledge, whether in business to business or the consumer marketplace, would then be delivered through particular trade or consumer magazine titles.
Too many businesses are ignoring mobile. While up until now many companies have ‘got away with it’, this situation is becoming increasingly untenable. Over a third of the UK adult population now use smart phones, with a similar percentage in the US, and the market is growing existentially.
Watching television, for many, used to be a solitary activity. Some people would obviously watch programmes, at home, with family members or friends. The following day, shows would also be talked about at the office, but that was as far as it went.
Just hours after the death of Whitney Houston two of her albums, ‘The Ultimate Collection’ and “The Greatest Hits’ were increased in price on the UK version of iTunes; one from £4.99 to £7.99 and the other from £7.99 to £9.99.