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Category: Digital · 4 min read

Thriving in the Digital Age, Part 1: The Digital Landscape

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on July 2, 2019

author profile photo

on July 2, 2019

two professionals meeting and discussing something on a computer

There is no doubt that we are living in a digital age. Technology is in every part of our life and everything we do. 

Do you remember the cartoon “The Jetsons”? That show came out in 1962. That was 57 years ago! Back then, their flying family car and other gadgets were just a pipe dream. A fantasy. Well, turns out, the flying car is actually being created. There are companies around the world today that are working on developing prototypes of flying cars.  

The technology that used to seem so crazy and out there is actually real. Think of Alexa, Siri, Nest, and all of the smart home technology there is. You can lock your doors from an app on your phone. You can set up cameras around your house and watch them from your phone. You carry around a computer in your pocket. Things that seemed so futuristic and imaginary are actually possible today. 

This is the digital landscape. And understanding it is key to helping your business stay successful. Let’s start with the driving force behind all of this: the internet.  

 

The Innovative Internet 

The internet was born as a concept in the ’60s. By the ’80s, this “network of networks” that became the modern internet was used to connect universities and military installations. By the ’90s, the world wide web (www) was a full-blown reality and fit for public consumption. There no longer seemed to be any limits to our imagination. This connectivity has led to a digital renaissance like nothing we’ve ever seen before. 

You might be thinking: ”That’s great, but what does that have to do with me, with my business?” That’s what we’re going to go over today. As the world has changed, so has our behavior, our expectations, our attention span, and the way we buy. 

 

The Changing Advertising World 

How many ad messages have you seen today? Probably a lot more than you’ve even thought or were aware of. The average American sees 4,000 to 10,000 ads every day!1 This means it’s an increasingly saturated and diverse competitive landscape, your customers are busier and more discerning than ever, and they have dwindling attention spans and limited time. In fact, according to Cision, the average human attention span is eight seconds.2 Your brand must truly stand out in order to break through.  

 

The New Behavior 

Today, there are 2.77 billion social media users worldwide.3 There’s no denying that we are social creatures. The need to connect, be heard, and stay in touch has driven the proliferation of a variety of social channels, from Facebook and Twitter to Instagram, and a host of others. Is your business a part of the growing conversation? Are you spending time where your audience is? Where your customers are? You should be. 

Why? Because the very first thing people do in this digital age to learn more about a company is turn to the internet. 69% of consumers use the internet to find local businesses on a monthly basis.4 Are they finding you? 

In fact, there are more than 3.5 billion Google searches per day.5 Think about that. 3.5 billion. And your business could show up in those searches. This is the new behavior of the digital age, and it’s essential for your business to be right there in the search spotlight for prospects and clients to easily find you. 

According to Cision, the average human attention span is eight seconds.2 Your brand must truly stand out in order to break through.

The Opportune Time 

How are you adapting your business to this present future? Have you embraced this digital age?  

Because the truth is that change comes for us whether we want it to or not. So, as business leaders, our choice isn’t whether or not to change, but when and how we adapt to changes.  

69% of consumers use the internet to find local businesses on a monthly basis.4 Are they finding you?

I believe now is the opportune time for us to adapt and thrive in this digital age and use it to our advantage to help grow our businesses.

For more ways to grow your business digitally, check out our Digital Builder services.  

 

Sources:

1. Simpson, Jon. “Finding Brand Success In The Digital World.” Forbes. Aug. 25, 2017. https://www.forbes.com/sites/forbesagencycouncil/2017/08/25/finding-brand-success-in-the-digital-world/#4dbb151e626e 

2. Cision. “Are Declining Attention Spans Killing Your Content Marketing Strategy?” Jan. 22, 2018. https://www.cision.com/us/2018/01/declining-attention-killing-content-marketing-strategy/  

3. Statista. “Number of social media users worldwide from 2010 to 2021 (in billions).” https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/ 

4. BrightLocal. “Local Consumer Review Survey 2018.” Dec. 7, 2018. https://www.brightlocal.com/research/local-consumer-review-survey/ 

5. Internet Live Stats. “Google Search Statistics.” https://www.internetlivestats.com/google-search-statistics/ 

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Written By

Mark Williams

President and CEO

Mark Williams is the President/CEO of Brokers International. Over his more than 25 years of financial services experience, Mark has been both a producing independent agent in the field and a home office leader consulting to agencies and field marketing organizations. Currently, Mark is focused on the future of the insurance industry, from the disruptions of InsurTech and robo-advisors to the changing demographics and needs of customers. He also is an avid mentor, helping financial professionals navigate the industry.

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