The Future of #Learning – Keeping up With The #Digital Economy

The  Learning is perhaps the only area still largely untouched by digital transformation.

It’s not just that curriculums aren’t keeping up with the skills required for a future of exponential change in which skills learned today can be obsolete in years or even months.

Our entire standard approach to education — top-down, one-size-fits-most, heavily biased against collaboration, and generally ending in young adulthood at the latest — has barely changed since the industrial revolution.

No wonder the status quo is a poor match for an imminent future in which entire groups of people within specific job types and industries will be made redundant by automation and will desperately need new skills to adapt to the changing workplace.

Granted, it’s now possible to download smartphone apps that turn foreign language learning into a game, squeeze bite-sized lessons in everything from history to coding into ten-minute blocks of free time, or quantify various non-classroom activities as work-related training. But while these technologies can be efficient tools to help individuals acquire specific new skills and prove what they already know, they ignore the much more pressing and universal issue: the future is digital, and anyone whose skills are insufficient, inadequate, or outmoded will be left behind.

If we hope to have a real impact and avert the potential disaster of massive, permanent global unemployment, we must also radically rethink learning at the societal level.

Technology is not enough

Researchers at the University of Southern California are working to develop a cognitive neural prosthesis they hope will allow people with traumatic brain injuries to literally download muscle memory and motor function. If it works, we may in the future be able to buy or rent knowledge as we need it and import it into our minds in minutes, Matrix-style.

Read all: The Future of Learning – Keeping up With The Digital Economy

My point of view: Let’s not confuse learning with formal education. With regard to learning, i have an optimistic view looking at the diffusion rate of many new forms of technology. Let’s not constrain the impact of digital to the economy: as stated by the authors it has and will have profound impact on society. And last but not least: technology is not only tech but is much more; it’s about knowledge of competences or skills (a.o which tech)

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Wake up call Ana Andjelic’s post at AdAge’s DigitalNext: Media Planning Must Change in the #Digital Economy

 


Found at http://adage.com/article/digitalnext/media-design-change-digital-economy/303758/

Ana Andjelic
Ana Andjelic wrote this post for http://adage.com/

Author: .

“The stuff that matters in life is no longer stuff. It’s other people. It’s relationships. It’s experience,” notes Airbnb’s co-founder Brian Chesky.

Airbnb singlehandedly disrupted the hospitality industry by capitalizing on this shift from “stuff” to experiences.

Transformation of businesses away from physical items has proved to be a lucrative strategy.

The fastest-growing companies today — Uber, Farfetch, One Fine Stay, Spring and Airbnb — don’t have any physical products to speak of. They are all in the business of removing friction in providing services and delivering experiences to their customers.

If modern brands are built around service and experiences — and not products — then media buying and planning needs to mimic this.

For brands, focusing on the volume of impressions and transactions is not enough.

Consumers don’t make their decisions based on a siloed communication; they turn to brands in their moment of need and expect brands to fulfill it.

In the platform-first, network effects-focused, customer-centric digital economy, the role of media is to help consumers move seamlessly, intuitively and swiftly through brands’ service and experience journeys.

Here are five ways media agencies need to shift to help their clients position themselves better in the digital economy:

  • 1. From retargeting to conversations.

Behave like a butler, not like a stalker. Brands shouldn’t follow people around with reminders about items forgotten in the shopping cart or images of just-browsed products. Instead, they should offer value at the critical points of the customer’s decision-making journey. Conversational commerce that Everlane does is a great example of the meaningful, non-intrusive value exchange at the moment of a customer’s need. Focus your media activities on the entire customer experience, not just on building preference pre-purchase.

  • 2. From the funnel to the customer-decision journey.

The funnel metaphor reflects a media era defined by one-way brand communication. It focuses our attention and resources on building awareness and mass reach. Awareness and reach are the leftovers of the old-school media mix model that allocates marketing spend at a gross level, without taking into account the specific goals of individual touchpoints along the customer journey.

  • 3. From hate-selling to service.

Traditional media planning emphasizes “consideration” and “buy” stages of the customer decision-making journey.

In the digital economy, the “evaluate” and “bond” stages are priority. Today’s consumers don’t consider a massive number of brands at the beginning of their journey; instead, they make their purchase decisions deeper in the funnel, through bonding, advocacy and loyalty. In this context, reach-focused paid media investments make less sense than utility, service, curation, native advertising and intimate community management.

  • 4. From e-commerce to experience.

Read all: Media Planning Must Change in the Digital Economy | DigitalNext – AdAge

My point of view: 

Digital impacts your approach to customers, competition and value. The author outlines how the marketing funnel has to be reinvented. As a service designer one loves the awareness of the focus on customer experience and service (at last, i have to admit).  I miss the more strategic concept about value and jobs to done (which will be a main obstacle for many agencies).

New index ranks EU countries based on ‘digital performance’

As it prepares its strategy for a ‘Digital Single Market‘, the EU Commission today released an index ranking countries based on their digital performance.

Source: tech.eu

hellodinomeg

 

Gartner Says IT Leaders Will Need to Develop a Stronger Relationship With Marketing

Increasing marketing technology investments are demanding more involvement from IT leaders to enable marketing to achieve full business value from its investments, according to Gartner, Inc.

Source: www.gartner.com

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