Modern Marketing - Blog by Collaborate PR & Marketing

Software Is Eating TV

In August of this year, Marc Andreessen, the man who built the first commercial web browser, wrote that, ‘software is eating the world.'  Yet, he noted, companies continue to underestimate the impact modern technology is having on their markets.  Andreessen suggested this myopia might be down to bad memories and burnt fingers following the dotcom boom and bust, when many outlandish promises about the future were made and broken. Additionally, he cited a lack of appreciation about the speed of change that continues to take place around us and the subsequent dramatic shifts in the landscape for companies, brands and organisations. For instance, Andreeseen believes the rapid uptake of smartphones that's driving global access to the web will create vast online markets of five billion people. Furthermore, reaching these giant markets is becoming easier as the burgeoning capacity and efficiency of cloud computing continues to drive down the cost of running web services.  ‘Companies in every industry need to assume that a software revolution is coming’, advises Andreessen who is now one of the world’s most influential technology investors.  It strikes me that his comments accurately capture the current mindset of...

Definitions That No Longer Apply

As digital tectonic plates continue to shift and once separate media sectors merge onto a single global platform, the terrain for brands and marketing definitions remain in a state of flux.  Just take a few recent examples.  Last week Facebook indicated it’s no longer a social network but a 'platform', while Twitter reconfirmed it’s dropping the social tag in favour of a new guise as an 'information network'.  Leaving some questioning, if even Facebook and Twitter are dropping the label, what ‘social’ actually means in context of marketing; other than the constant buzz of a global bazaar.  Additionally, big technology players are constantly redefining themselves and their markets.  Amazon, the one-time online book shop, confirmed it is going into direct competition with Apple, the one-time desktop computing manufacturer, with the launch of the Fire tablet.  The reason being that both increasingly seek to extend their credentials as global media players offering music, TV and films.  Meanwhile, Google, the one-time search business, has bought Motorola, the one-time handset manufacturer, to bolster its own planned entry into the world's TV markets; whilst simultaneously becoming an alternative to a credit card provider by launching Google Wallet.  Elsewhere, Hulu, an online television service that was established by the US TV networks as a defensive strategy to see off Google’s YouTube, is being sold off because it success is undermining the revenue model of the owners' traditional businesses.  (Ironically, the possible buyers include Google, Amazon and Yahoo).  Even the idea of images and photographs is being redefined as demonstrated by the plight of Kodak, one of the...