Mainardo de Nardis on the digital inflection point

De Nardis’s presented the findings of a study on the influence and impact of digital platforms. 'The Digital Inflection Point' looks at where the global digital landscape is going over the next two to three years and how that will continue to shape and change the fundamental principles of consumer engagement.

According to de Nardis, the rapid evolution of digital platforms and consumer behaviour is causing a similar inflection point for marketers. Unless marketers understand the implications and impact of the digital inflection point across all aspects of consumer engagement, they risk losing relevance and, ultimately, market share.

Over the course of his presentation de Nardis examined the impact of inflection point indicators such as access, mobility and the socialisation of commerce, and how the combination is driving a new engagement dynamic that reflects the dramatically different role that media has today in the life of the consumer.

As de Nardis explained: “In today’s world consumers don’t simply use media. Nor do they necessarily choose media. Increasingly, consumers’ day-to-day lives are infused with media.”

According to de Nardis, consumer engagement in the media-infused era will be defined by the “Four Fs” - fluid, focused, fast and forecastable.

With this future picture in mind, de Nardis urged organisations to transition their mindsets to think about digital as an enabler to achieve broader business objectives, rather than just as a media channel.