Digital Networked Society
The Digital Networked Society is the way we describe society after people have embraced the internet and the new connected technologies. As individuals, when we become connected together through the internet and mobile networks, we start behaving differently. These behaviours cross social, economic, cultural and political disciplines and are clear for individuals, family and business units, broader 'tribes', and ultimately society as a whole. Access to networked information changes our expectations of the information and services we should each have access to, and this in turn changes our behaviour. As the scope of these services develops, our expectations and behaviours shift again. The dramatic leaps during the last twenty years in digital networked communication have created new social and economic landscapes that firms need to understand in order to succeed. These range from our expectations of unlimited book space at online retailers such as Amazon, to more flexible notions of value and price accelerated by eBay. They immediacy of email, instant messenger, and later the presence applications like Twitter, have changed our expectations of personal communication in a similar way that blogging broadened the notion of self-publishing. Facebook and Bebo did more than simply digitise existing social networks, they unlocked completely new forms of social connection; meanwhile the underlying tools of hyperlinking allowed knowledge to be restructured by newspapers like Telegraph.co.uk and encyclopaedias like Wikipedia to create dramatically more powerful techniques for information management. These paradigm shifts are all part of behaviour inside the Digital Networked Society.
Here at Digital Strategy Consulting we help firms adapt to the new landscapes, using our understanding of these new behaviour patterns. We help firms to appreciate the trends driving the behaviours and through this, help them develop products, services and communication strategies that quickly achieve audiences and cut-through in a crowded communication landscape. To support our management coaching we write occasional Digital Insight Reports like the ones on this page. They help introduce different aspects of the Digital Networked Society.
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The world has changed radically, and we're still only part of the way on the journey to a society which is both digital and networked. Want to reap the spoils of the second digital decade? Look into the past and gain perspective on present trends driving the digital economy. The truths of how the networked markets behave are starting to become clear. Understand them and accelerate your marketing and your firm.
