DIGITAL SPACE
DIGITAL - THE
4TH INDUSTRIAL
REVOLUTION
By Dawn Rowlands
Volatile, Uncertain, Complex and
Ambiguous
Dynamic, Exciting, Limitless and
Instant
Today’s business environment can
be described as Volatile, Uncertain,
Complex and Ambiguous (VUCA).
This has placed immense pressure
on every business to continue to reinvent itself and constantly diversify
its services.
At Dentsu Aegis Network, we think
that the focus should be driven
around a world that is Dynamic,
Exciting, Limitless and Instant
(DELI).
With this said, 50% of today’s Top
100 businesses, will not exist in their
current form within the next 5 years.
This uncertainty stems from what
businesses should be focusing on.
Which leads us to the question, what
exactly should they be placing their
emphasis on?
If one starts to view your business
through the lens of a startup,
what would change? What level
of innovation would you deliver?
What would you focus on fiercely?
What would you do with the fastest
momentum? At Dentsu Aegis
Network, we do not like to think
as the VUCA world, but r ather as a
DELI environment.
‘‘ As brands, you will be expected to get your
message 100% correct for the consumer.
In the segment of one; consumers will
become unforgiving of a brand’s inability
to recognize their needs across a global
platform. It is therefore vital to get this right,
to avoid an instant global disaster.’’
62 MAL 13/16 ISSUE
Global Media Partners Driving
Culture
Facebook
1,400
CHINA
1,360
INDIA
1,240
Twitter
646
USA
318
Wechat
309
INDONESIA
247
BRAZIL
202
PAKISTAN
186
NIGERIA
173
Instagram
152
We have observed the rapid adoption
of social media, both size and scale
of the “media populations” that have
been created. As audiences converge
on these platforms they will also
be able to be segmented into a