By Anders Lindgren

Will it make our lives more simple or complicated?

DIGITALtransformation

It all started in the 70’s with a revolutionary turning point

THE DIGITAL REVOLUION

Welcome to the INFORMATION AGE

All of a sudden, almost every aspect of life around the world is being recorded and stored in some information format. That's a real change in our human ecology.”

– PETER LYMAN, (1940 – 2007)professor emeritus at UC Berkeley

Size of circles indicate actual and expected amount of digitally stored information in the world.

DID YOU KNOW?We live in an exploding digital universe. By the start of 2013, there were almost as many bits of data in our digital universe as there are known stars in the physical universe (4.4 zb). By 2020, the amount is expected to be 10x.

Source: The EMC Digital Universe study

2013

2020

0,1 ZB 44 ZB4,4 ZB

2005

By one calculation, we’ve created more information in the last 10 years than in all of human history before that.”

– DANIEL LEVITIN, McGill University psychology professor, author of The Organized Mind: Thinking Straight in the Age of Information Overload.

All of this is more information than the brain is configured to handle.”

– DANIEL LEVITIN, McGill University psychology professor, author of The Organized Mind: Thinking Straight in the Age of Information Overload.

Never have people had so much INFORMATION & CONTENT

to choose from

It has radically changed how buyers READ, SHOP and PROCESS

information

in 7ways

People are ADAPTINGtheir lives

1. We have become digital animals2. We try to avoid content overload3. We want things to be easy4. Everything should happen quickly5. We seek help and guidance6. We want to be seen and heard7. We trust word of mouth

There are only

They read, buy and shop differently -so learn about theirdifferences.

4 types of peoplesays experts

A stimulus sparks an interest that

meets a need.

People ask aroundand go online to find out more.

People reevaluatethe purchase and share their experiences.

People decide to buy, join, sign up etc.

People try demos and seek proof points to compare solutions.

People use the product or

service.

Do what you can to understandevery step of theCUSTOMERJOURNEY

The better you do it, the easier it will be to do and say the right things in your communicationcustomer handling

This human qualitywill be a key to

empathynoun | em·pa·thy | \ˈem-pə-thē\

The ability to identify with the situation and emotions of other people. The capacity to understand what other beings are experiencing as ifwe were feeling it ourselves.

SUCCESS

The advances in digital communications

ONLINE USAGE HAS SOAREDis directly linked to the fact that

LOG OFF

It’s about turning off, shutting down and logging out from the digital world

mini-boom

Be alert to the IT’S CALLED DIGITAL DETOX! On the new digital free resorts, people are forced to ditch their smart devices as they check in

Businesses have greatOPPORTUNITIES

To streamline their business and delivery model

The smart ones utilizedigital technologies

To create a seamless buying process fit for our digital age

DON’T BE FOOLED!

There are many dangers lurking in the shadows of the digital jungle

Today’s world is more interconnected than ever before. Yet, for all its advantages, increased connectivity brings increased risk of theft, fraud, and abuse. As people become more reliant on modern technology, we also become more vulnerable to cyberattacks.”

– U.S. DEPARTMENT OF HOMELAND SECURITY

Don’t miss the full report

GET INSIGHT INTO THE TRENDS THE BREAK ALL OTHER TRENDSMegatrends are strong global forces affecting everything and all life on our planet. By viewing the world from a distance and over several centuries, there are 8 global forces of change that stand out. They are:

1. Population boom2. Rapid urbanization3. Ferocious consumption4. Technology rush5. Digital transformation6. Global connectedness7. Environmental degradation8. Wealth inequality

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About the author

Hey, my name is Anders Lindgren. People who know me well, will label me as a B2B services marketing specialist, digital pioneer, PR-veteran and futurist.I have two decades of experience as a marketing and communication director for large professional services firms, primarily PwC, AT&T and Sopra Steria. Throughout my career I have been passionate about understanding the world around us, sharing insights and helping people and brands communicate in a way that makes them shine.

© 2016 Anders Lindgren.

The information in this guide is copyrighted. Sharing and copying is permitted only if the information remains unchanged and licensee "Anders Lindgren" is referred to as the source.

The information can not be published in print in any media without the prior consent of the copyright holder.

Text , design and illustrations : Anders Lindgren

Photos: © Adobe Stock, © Dreamstime

Typefaces : Myriad Pro , Myriad Pro Black and FFAD Matro

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