Things Marketers Like: Industry Disruption

Things Marketers Like: Industry Disruption

I love it when industries are disrupted by technology. I’ve seen this time and again during my career – first with the rise of the Internet in the mid 90’s – I remember being at the Internet World trade show (RIP) in 1995 when the “trendy” IBM exhibit was letting attendees build their own “home pages” (early term for a web site, and yes, I’m getting old). The rise of the Internet as a business model was about to change everything, as we now know.

 I spent a lot of the early 2000’s watching as outsourcing disrupted IT and the notion of what they would or would not “own.” And I’ve spent the last 6 years watching the rise of digital disrupt the traditional marketing function. No industry is exempt it seems, as time marches on.

 Now we’re encountering another disruptive force which upsets a very fundamental universal notion -- work itself, and what constitutes a “workplace”. There are many reasons disruption is occurring-- millennials and their expectations around technology are one culprit as they seem to be for everything these days.

 Some of this is very much on display at this week’s Integrated Systems Europe (ISE) event in Amsterdam. In its 12 years, ISE has expanded its scope significantly and now boasts about 60,000 attendees.

For a glimpse of ISE in 60 seconds, click here.

Once purely dedicated to AV advancements, beautiful screens and all the physical components thereof (and it still has plenty of those), this show has also now morphed into a worldwide stage for categories such as unified communications, collaboration, THE DIGITAL WORKPLACE, and other employee or workplace strategy topics are also moving closer to center stage.

 The AV industry is changing rapidly, and the merging of AV, IT, communications and collaboration is quickly creating a more modern and productive “visual workplace.” Companies that take advantage will see benefits of higher productivity and better employee engagement and retention.

 From what I’m observing this week at ISE, the buzz speaks to more disruption on the horizon, and in my view, that’s great news for marketers.

Chanan 💥 Averbuch

Futurist 💫 | Disruptor 🫵 | LED Spectaculars 🪄 | 22K + connections 🤝 | Public Speaker 📣 | 40 under 40 Honoree 🏆

6y

Well said

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Disruption gains relevance when it creates or adds additional value. The potential for value gains from disruption in the Digital Workplace are huge.

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