Nathaniel Perez (@perezable) is Global Head of Social Experience at SapientNitro, where he spearheads digital strategies that are rooted in social behavior and both the art and science of new media connections. Please read the article that he wrote below:
" In fact, we shouldn't even look at change as a transition. Rather, we need to find ways to embrace change as a catalyst for growth. Four forces are key drivers of change in the digital world. Embracing them is key to our success as businesses, and key to our ability to compete as brands. Let's explore them.
FORCE NO. 1: EXPERIENCE
Contextual technology and seamless, always-on interactions are paving the way to a brave-new world of real-life digital experiences, where "real" and "digital" are one. The very notion of digital context is quite dramatically disrupting the landscape. KPCB's Internet Trends 2013 reports that growth in time spent on Internet and mobile marketing is outpacing ad spend in those same channels (as seen below).
KPCB identifies a potential $20 billion opportunity from that gap alone. Interestingly, contextual channels, led by mobile, are the only ones concerned. What is really happening? "Multi-context" experiences are disrupting digital advertising and targeting must evolve. As mobile usage grows exponentially, connected devices are truly challenging advertisers to understand how and when to connect with consumers."
Read the rest of the article here: http://www.fastcompany.com/3020325/dialed/may-these-4-digital-marketing-forces-be-with-you
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