Forget Digital.. Future of Media is in the "Internet of Things"

The foundation of the new digital economy is built on the changed behaviors and attitudes of people who increasingly rely on digital technologies - primarily enabled by the internet. But the Internet is continuing to evolve. Initially it was the static Web, and now it is social, mobile, cloud computing and wireless networks. However beyond the technology (open, simple and distributed), the Internet's culture of collaborative innovation keeps having a transformative impact on companies, communities and institutions.

In 2008, the number of devices connected to the Internet exceeded the number of people on Earth. And these devices are not just smartphones and tablets. They are everything around us - from smart televisions to interactive coke machines, from motivated running shoes to the interconnected cows, bananas and more.

While social networks (network of connected people) is reaching saturation, the 'internet of things' (network of connected things, as well as things and people) is gaining traction. By 2020, there will be 50 billion things connected to the internet! Every person, animal, and thing could be connected.

The (virtually) Real Difference between Old Media and New Media

“I thought the attractions of being an astronaut were actually, not so much the moon, but flying in a completely new medium” - Armstrong told his biographer.

It's always been about the experience in a new medium! And today you don't need to be an astronaut to fly into a new medium. New media technologies are available at the consumer's fingertips. The real question for brands today is how to effectively leverage these consumer technologies in order to take brand experiences to the next level. But before that, it is important to understand the key differences in old and new media:

The New Brand Tree: Growing the Fruits of Earned Media

What is the the new Brand Tree?

The new Brand Tree is inspired by nature.

Building a healthy brand is like growing a healthy tree.