The exponential development


Today most researchers and technology conscious people talk about that we are in a phase of exponential growth in terms of processing power, nano-sensors and mobile technology. Everything becomes faster, smaller and cheaper at a rate that we have never seen before. What impact this development will have is difficult to predict, not least because we humans are programmed to think linearly. In the exponential world each new step is equal to all the previous ones together.

Huge capacity

There are already marketing services that analyze more than 230 terabytes of data every day and who handle 15 million requests per second and can answer them within 20 milliseconds and simultaneously reach out to 1 billion global users by computer-generated, relevant and personalized
ads. For companies, it’s important to adapt when communication  increasingly takes place on the recipient’s terms. Otherwise, you risk not only being regarded as outmoded, you can miss business
opportunities and ultimately lose competitiveness.

50 percent suffer from anxiety

Content marketing, marketing automation, gamification, programmatics, lead management, lead generation, cookies, location-based marketing, remarketing and retargeting are just some of the new concepts that you need to be able to handle. Not to mention all the abbreviations PIM, CMS,
SEO, SEM and others. Therefore it’s not surprising that surveys show that more than 50 percent of Sweden’s managers suffer from digital anxiety. There are so many new things to learn and to test. But time is not enough.

Computers everywhere

Computers have shrunk in size at a furious pace in recent years. The very definition of what a computer is has also changed. Today, most people have access to laptops, smartphones and tablets, and soon, smart watches and other wearables. With the help of these gadgets, we are constantly connected and we are constantly finding new uses for them. By using technology to provide a better and more user-customized experience, companies now have the chance to get even closer to their customers.

Higher security

Caring for sensitive data and personal privacy will receive greater priority in the future. After several shocking cyber attacks the past few years, more resources are needed to improve the security of both personal devices as well as central systems. A hacker attack can cause problems for the individual user, but be totally devastating to a company’s trust.

Big data is growing

Big data will become increasingly important. When huge amounts of data is collected, this needs to be processed, often in real time, to become useful. Facebook is an example of a web service that generates enormous amounts of data, which needs to be analyzed and processed in ways that traditional database techniques don’t allow. If you can take advantage of this user data, they are hard currency for targeted information and advertising.

Marketing automation on the increase

Marketing automation is about building a logical process leading the customer from seeing their need to making a decision. To serve as a hub in the customer’s buying process. Through effective connections to CRM systems, e-mail marketing solutions and web platforms you can both follow and lead the customer through the entire process. It’s possible to easily pick up buying signals on the website and then build customer relationships through targeted mailings and manage the buying signals via the CRM system or through other automated systems.

3D printing in every home

3D printing is a technique that produces objects from CAD or 3D models. The objects are built up layer by layer, often made of plastic, but metal is also used. As technology has become cheaper today there is an ever-growing range of 3D printers for consumers or hobby use. The big question is how 3D printing, when the technology has matured even more, will change for example the manufacturing and logistics industries.

The clouds thickens

As we get more and more mobile devices, the need for solutions give us constant access to data and functions. Centrally positioned cloud services are therefore growing rapidly in importance and popularity. Advantages like simplicity and accessibility drive development, but the challenges are about streamlining storage and security.

Content marketing

Content marketing is no technological trend in itself, but storytelling has experienced a renaissance with the help of the new digital channels and social media. Now more than ever it’s about creating content that’s interesting to the recipient. It’s about telling a good story instead of taking every opportunity to sell. To entertain. Use the strengths of the digital channels correctly and your business will have a good opportunity to both develop and strengthen the brand. The key to success is to make corporate storytelling to an integral part of the communication.

Internet of things

Internet of Things is a scenario of connected gadgets and machines. Gadgets can perceive the world around them, communicate with it and send data via the internet. Plasters that measure heart rate, car tires that signal low tire pressure, or garbage cans that notify when they are full are just a few examples from a rapidly growing list of connected gadgets.

Connected life platform

Connected life platforms is an expression coined by Google. In short, it’s about creating synergies in connected technology. For example, using your smart clock to raise the heat in the house before you get home. Google has seen a large increase in the number of searches and have concluded that the
Connected Life Platforms is in great demand by users.

Increased personalization

“The Internet of Me” is a Google expression that accurately describes a trend that’s common for different technologies. With more and more smart and connected gadgets around us, it becomes increasingly easier to collect data about our habits, needs and desires. This data forms the basis for adapting the information and experiences we should meet. “The Internet of Me” is about using technology to make your life more meaningful.


niclas_sv-14Contact us

If you would like to know more about how Navigator can help you on your digital journey, you are very welcome to get in touch.

Niclas Bergenblad
Creative Director
Digital and innovation strategy
Tel +46 40 631 62 13