The first class of the digital marketing strategy course gave me an “ah ha” moment about a video I was shown a few weeks ago by Joel Barker called “The Business of Paradigms”. He discovered the concept of paradigms. After having listened to Kevin Kelly’s video’s on how he believes the future will change because of the Internet and how the internet /”Cloud”/World Wide Web will change the way we live and work. I realised that we are entering another paradigm shift. A paradigm shift is a change in your thinking or people’s perception of their world. Paradigm shifts are hard for most people because they are not open to changing the way they think about certain things or do not want to change their thinking. Examples of paradigm shifts are the introduction of the television, the car, the cell phone, etc.

Companies and marketers will need to understand this paradigm shift as it is changing the way we have to market to our customers because of New Media. Companies that are ahead of this wave of technology change and adopt it into their business practices will see more success at the end when everyone adopts the new way. Examples of such paradigm shifts being a success for companies are when Nokia took up digital cell phones and left Motorola lagging behind.

Traditional media is no longer the only ways to market to your customers as those mediums are fragmented and frankly, people don’t care and don’t have the time to listen to what you have to say if it’s not important to them at that point in time. People have more choices now and less time. New Media allows customers to get information about the idea you trying to sell to them from many more sources than before. That’s why marketers can’t ignore New Media anymore because they just won’t see the ROI like they used to with traditional marketing mediums.

All the new digital devices such as Smartphone’s, Ipad’s and laptops make this choice making much easier as customers have a wealth of information at their fingertips.

Every business you can imagine is jumping on the social media bandwagon, but do they even know how to utilise it properly to meet their objectives? When it comes to New Media/Digital marketing theory, we do not have those fundamental principles like we have with traditional marketing written by Kotler and the likes.



This blog is being completed as part of the requirements of the Digital Marketing academy.

Web3.0 - key trends

An Interesting read: Influence: The new currency of Web 3.0