‘Digital Darwinism’. It’s a term and a concept that nearly every tech writer around the globe wishes they had come up with. But only one did (perhaps he was the fittest) – Brian Solis. And in doing so he very neatly captured the changes that are occurring in the world of business as you read this.
So, what does it mean exactly? Well, put simply, digital Darwinism refers to the “phenomenon when technology and society evolve faster than an organization can adapt.” What this means is that as the rate of technological change accelerates, there are many people, businesses, and indeed entire countries that are left struggling to stay aware of the latest developments, let alone find themselves in a position where they can competitively exploit them.
The problem with big data is a case in point. At the moment, one of the top priorities for at least the next 5 or 10 years is to fully furnish ourselves with accurate and functioning extraction tools for mining business intelligence – what is known as big data analytics. The problem is that at this point in the time, there is an overwhelming global shortage of big data scientists with the skills to first extract and then interpret the vast amounts of data that is now being recognised as a primary and competitive source of business intelligence.
McKinsey & Company reports that the “United States alone faces a shortage of 140,000 to 190,000 people with analytical expertise and 1.5 million managers and analysts with the skills to understand and make decisions based on the analysis of big data.”
With such a big challenge in mind, what’s clearly needed is to nurture new skills at university level around the world to help develop and manage emerging talent in areas of project management, technology and analytics.
Be that as it may, although the needs are clear, what’s a little less clear are the details of how we are to attain them, nor indeed what we are going to do in the meantime.
Marketers and accountants around the globe must at the moment do their utmost to maintain awareness of the vast range of technologies and trends. We all must try and anticipate the changing needs of our business – not just for now, or next week, or the next 12 months, but for 5 years down the line when we might have started to make some sort of dent in the reams and reams of big data that will have amassed by then.
And it’s not just big data to beware in this era of digital Darwinism. Think about it. What’s coming next in terms of the cloud, mobile, social networks, cybercrime, digital service delivery, and even artificial intelligence? In 2015 and beyond, nearly every business around the world, large or small, will at some point find themselves staring in the face of the phenomenon that is digital Darwinism. The fact of the matter is that you won’t be able to escape it – the only thing you can do is be prepared and do your best to stay ahead of the game.
Understand your social networks
You might not think that this is anything new, but in terms of digital Darwinism, you need to be more on the ball than ever when it comes to understanding your following and how they behave on social media. As a digital marketer, you will know that your potential customers spend massive amounts of time on their smartphones and tablets. Here, they hook up to their favourite social sites and network with friends and family, as well as the businesses (like yours) that they follow and support.
What is more, when they’re out and about, they will be checking into locations to let their friends know that they’re in the area, but also to alert businesses that they’re ready to engage and interact live over the web. They will have any amount of apps already installed on their smartphones that will help them make consumer decisions based on reviews and recommendations and experiences of their peers in their social networks. And, in turn, they will then share their own experiences, which will then help to shape the experiences of others, and, of course, your reputation.
The amount of consumers who almost constantly connected in this manner is growing in size every day. Your business needs, therefore, to embrace these disruptive technologies that is making this happen. If you don’t, then you are simply inviting digital Darwinism to come crashing down your door.
It’s All About The Consumer
To stay ahead of digital Darwinism, you need to understand exactly which of the disruptive technologies that are already out there that your customers are using, and how these are impacting your market. What is more, you need to keep your eyes and ears peeled as to what is coming next on the horizon. Watch out for the ever-increasing use of geolocation check-in services and iBeacons, and seek now to solidify your position so that you are ready to compete in the future.
These days, you need to do more than just get to know your customer. You need to understand them and how they make decisions. You need to empathise with them and the technologies that they use, and put this all together to make sure that your business is doing all it can to combat digital Darwinism, and continue to build meaningful relationships and trust with your highly discerning following in the years to come.
Let us know in the comments below how you are adapting to these changes, and if there is anything that you would add!
Adapt Or Die: Understanding Digital Darwinism In 2015 is a post from: GetResponse Blog – Email Marketing Tips
The post Adapt Or Die: Understanding Digital Darwinism In 2015 appeared first on GetResponse Blog – Email Marketing Tips.
Powered by WPeMatico