In 2011, I was fortunate enough to meet Ken Schmidt and hear him speak during an executive leadership conference for The Hertz Corporation. I’ve lost count of how many leadership, best practice, roundtables, conferences that I’ve been to but Ken’s quote from that meeting had more depth of impact than anything before or since.
“Figure out what everyone else is doing, then do something different.” – Ken Schmidt
It’s pretty amazing to think about how digital age continues to bring about quantum shifts in how business is conducted. Not only has so much changed in kind, but in scale and in a continually shortening order. Seemingly overnight, market places have become a global landscape. Also, consider a few of today’s digital basics that were still deemed almost laughable less than a decade ago;
Having your own web page as an absolute must
Internet sales departments taking precedence over the brick and mortar sales teams
Companies creating a new position called, “Social Media/Marketing Manager”.
Facebook as a business tool
Recruiting new talent via social media like LinkedIn, etc.
And that really just scratches the surface! Consider all the new buzz words that have emerged in just the last couple years; Reputation Management, Social Media Marketing, SEO, SEM, Pay-per-click, etc. Most of these are already being over used, misused and/or bundled with a larger topic.
That larger topic is evolving into an actual science; a Web Intelligence Science that will, in the future, harness all of these digital age components into a new field of study for marketing. And there is evidence that the future is indeed already here. Take a look at the link below, it’s a course currently offered by the University of California at Irvine and it’s called…Web Intelligence;
Granted, this course focuses mainly on analytics and data mining but the implications are huge. Today’s pilot course can quickly become tomorrows field of study and marketing degree. If the last two decades have done nothing else, they have shown that it pays to not underestimate Economic Evolution.
Here is a simple illustration of what this Web Intelligence Science may look like and what the future is bringing.