| We’re at a digital Cape of Good Hope – where data tides of marketing, technology, content and consumer access meet to form an ocean of enmeshed, random data which, when correctly classified and analysed, yields applicable business intelligence. A new world of unimaginable richness awaits those who cross the challenging waters of the Cape. Central to this crossing is people, who set the rules to collect, sieve, conclude and apply insights from such raw data sources. While new cognitive approaches are developing to extract insights, academia will have to bring such algorithmic approaches to the forefront of their marketing teachings – the four Ps need more than an upgrade – a new operating system perhaps? Returning to the changing media world, new media consumption is rising within the established form. Critically, human behaviour is central to this “mashed up” world we’re in. While we scramble to adapt to every new platform and gadget, we have to learn to rein in technology, rather than let it become our master. As digital delivery platforms continue to dominate conversations concerning the future, a good vantage point for businesses to understand the online space is to recognise what’s behind it all. There are countless technologies, but there is one crucial element driving these applications, platforms and interactions – humans. In everything we do, our end goal is about the design of relevant human experiences, and how people are central to every new development.
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