Rebooting the System: The Implications of Big Tech's Deflation and the Road Ahead

Unpack the shifts set to redefine our digital lives, and learn how to navigate this rapid transformation

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May 20, 2023

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Vanity is starting to run through the veins of this generation. Being customer Obsessed - the fundamental baseline of Amazon's growth model - no longer cuts it.

Ever wondered what the world could look like after the big tech bubble bursts? This post navigates through the seismic shifts set to redefine the digital landscape in a post-big tech world. From the Privacy Revolution to the surge of Predictive models, learn how these transformative shifts will shape our lives and the steps needed to stay ahead in this rapidly evolving ecosystem. Dive into an intriguing exploration of the potential future of our digital society - it's a journey you don't want to miss

Over the past 15 years, social and mobile platforms have grown exponentially, leading to an audience of 4 billion individuals actively seeking attention and engagement. The sensation of exposure and the desire to feel unique have fueled this trend. However, with consumers increasingly becoming the product, skepticism is growing about privacy issues. The modern consumer is less willing to be marketed or sold to.

The next wave of social media is expected to create an environment where every one of the projected 9 billion people could potentially be content creators, each striving for individuality and recognition. This shift is prompting a new era where consumer vanity is becoming a prominent feature.

In the midst of this transition, focusing solely on customer obsession, a core principle of Amazon's growth strategy, may no longer be sufficient. Concurrently, a Privacy revolution is happening, with tech giants like Google, Facebook, and Apple each seeking ways to balance user screen time with trusted access to personal identities.

As marketers strive to create brand experiences that elicit positive reactions, a shift toward empathy becomes more crucial. In this evolving landscape, simply understanding the customer isn't enough; businesses must be proactive, showing a willingness to truly empathize with the consumer.

This transformative period sees the convergence of four revolutionary shifts.

First, the Privacy Revolution is reshaping digital practices. Moves like Google's discontinuation of third-party cookies and Apple's 'Do Not Track' feature represent attempts by tech giants to gain the upper hand while ostensibly protecting user privacy.

Second, the evolution of Platforms has seen traditional business lines blur. Marketing has moved closer to sales, and customer service has become a key component of marketing strategy. This shift has implications across industries, particularly for banks, telcos, and retailers who are transitioning into content publishing.

Third, the Data Revolution is on the horizon. A significant increase in data volume is anticipated in the coming years, and it's critical that businesses effectively manage and utilize their data to enhance customer experiences.

Lastly, the adoption of Predictive models has become a new standard. Companies like Spotify and Amazon have led the way with powerful recommendation engines that maximize convenience for the user. This approach, which minimizes input while generating exponential output, is quickly becoming the new normal.

In conclusion, the technology needed to navigate these changes is increasingly accessible to most organizations. The focus moving forward will be on harnessing these advances to stay ahead of the curve and adapt to the shifting landscape. In future keynotes, we will discuss new technology concepts that go hand-in-hand with these changes and provide a model to navigate this landscape successfully.