By 2014, mobile and Internet technology will help over 3 billion of the world's adults to electronically transact. Emerging economies will see increase in mobile and Internet adoption through 2014. Worldwide mobile penetration rate will get to 90%.
Mal Warwick suggests that the three trends posing the greatest challenges to non-profits (and I suggest all organizations and companies) are:
1. The proliferation of new communications tools and technologies
2. Understanding online and offline networks.
3. Multi-channel marketing demanding seamless donor and customer-centered programs.
I read a lot about new technology. The iPad launched last week (not so sure that is new technology, but it certainly caused a buzz). I am very interested in new trends, new opportunities and just where my audiences are.
But I hesitate to throw conventional wisdom aside.
To be a truly strong marketer I have to understand people. I have to be able to read the test cases and spreadsheets. I need to understand the very foundations of human instinct. That’s why I read Shelley’s Frankenstein, Huxley’s Brave New World, Atwood’s The Year of the Flood and Coupland’s Generation A.
The new tools require new ways of applying our knowledge of people.
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