Analyzing The Intersection Of Digital, Culture, & Business.
The rise of digital has single handedly created the largest culture shift in human history. This revolutionary innovation has changed the way humans do everything. It has changed the way we communicate with each other, the way we date each other, the way we listen to music, the way we consume media, the way we pay for things, the way we define the meaning of relationships, etc. Literally every aspect of human culture has completely changed because of our now digital first world.
So what does this mean for your business?
It means everything.
It means that the greatest opportunity ever in business history is here, it is right at your fingertips, and it can serve as the sole variable in the success of your business.
To make this "greatest opportunity ever in business history" crystal clear, I have formed micro "state of the unions" for the sectors digital, culture, and business, and summarized what the point of intersection means and why it is so important to be aware of as a business owner, marketer, or entrepreneur.
In the year of 2019, going into 2020, we now have an affordable device that we can use to book plane tickets, trade stocks, listen to Kanye West's new album, witness a president being sworn in, scroll through our Instagram feeds, and then switch to watching Football... all depending on what we feel like we doing.
A physical product (the phone, the laptop, the tablet) has created a virtual like world that is 110% completely customized to the cultural interests of the consumer. It is safe to say, that something we need is 95% of the time right at our fingertips.
People live on the internet now. Every cultural norm that human society practiced in the past is now completely predicated by digital and the internet.
We don't watch TV anymore, we watch Netflix, Hulu, & Youtube.
We don't pay with cash anymore, we pay with Apple pay.
We don't hang out with friends anymore, we snapchat each other.
We don't watch the news anymore, we consume content on Facebook, Twitter, YouTube, Instagram, Linkedin, etc.
We don't ask the girls from class or work on dates anymore, we go on Tinder.
Running your business can now be done directly from your phone.
It is safe to say, that we are living in a time period right now where the new cultural norms of modern day society, have contributed to the biggest shift in culture that humans have ever experienced.
The modern day consumer's (whether that is a business or a consumer) attention has shifted completely away from previous communications channels (radio, print, T.V) to the digital world.
Businesses are now capable of creating virtual representations of themselves, and are able to communicate with their audience every single day as many times as possible, completely for free.
The Intersection Point
When digital, culture, and business intersect, the greatest opportunity in business history is screaming right in your face.
A series of communication channels, (AKA the internet, social media, digital media, etc.) that billions of people are on every second of the day, where your exact target audience is at, which costs 0 dollars and 0 cents for you to communicate to them.
You want to drive business outcomes, sales, goals, etc? This innovation has given you the golden chance to make it happen. The digital world is where the people are at, it has engineered modern day culture, & it is where you and your business's focus needs to go to not only be culturally relevant as a business, but to become more successful than you could even think.
This article does not spend any focus on "the how" aspect of business/brand communications through the internet, however; if you master the craft of strategic communications, there is almost a guarantee that you will see the results you and your business want to see.