Experience is the currency of the future and the future is now

Experience is the currency of the future and the future is now

Disruptive technologies and the digital sharing economy are what’s on everyone’s lips right now. Coupled with cryptocurrencies and the need for a business to future proof against possible eventualities, it has all the makings of a sci-fi movie. So what does this mean for marketing, media and communication, and what does it mean for an estate’s position in a digital economy where experiences are the largest asset?

 

“The Six Ds of Disruption are a chain reaction of technological progression, a road map of rapid development that always leads to enormous upheaval and opportunity,” says Peter Diamandis, founder of the Singularity University. “Technology is disrupting traditional industrial processes, and they’re never going back.”

We live in incredible times. News travels the globe in an instant and music, movies, games, communication and knowledge are ever available on always connected devices. From biotechnology to artificial intelligence, powerful technologies that were once only available to huge organisations and governments are now becoming more accessible and affordable thanks to digitisation. This growth cycle takes place in six key steps, which Diamandis calls the Six Ds of Exponentials. These are digitisation, deception, disruption, demonetisation, dematerialisation, and democratisation, and mean the following;

 

  • Digitisation is anything that becomes digitised and sees the same exponential growth as computing. Digital information is easy to access, share and distribute.
  • Deception looks at exponential trends which don’t seem to grow very fast at first. Yet exponential growth really occurs once it breaks the linear model, and then tends to double, and quadruple over time.
  • Disruption and digital technologies outperform in effectiveness and cost, breaking traditional models.
  • Demonetisation means money is quickly removed from the equation as technology makes everything cheaper or almost free.
  • Dematerialisation separates and removes physical products from the equation.
  • Democratisation allows more people to have access to it, and powerful technologies are no longer only for governments, large organisations or the wealthy.

 

Truth be told, if a business is not disrupting, it will be disrupted. Tie this into the traditional way a business has (or has not) been managing their brand, marketing and media.

We see a major benefit of digitisation and disruption to partnerships and the sharing economy. Shared knowledge and experience, coupled with collaboration, are opening the doors of our once private estates and assisting us in building a global community.

On the flip side, communities are now open to scrutiny and publicity. Bad news can spread like wildfire and this content is always available, always online and will always come up when someone searches for an estate by name and lifestyle offerings.

So, what can an estate do? Start by managing your online reputation by creating and distributing the estate and brand-relevant content. Partner with relevant sources to share your media, and participate in others’ shared media within your environment.

The importance of online reputation management and control over your estate’s online information and public relations is a vital element to the management of your development, and its value.

The reputation and persona of an estate can only be experienced through that which has been made available, and to many, especially the foreign investor market and buyers from other regions the internet, Google and social media are the only access points for the market. Without having been at your estate and experiencing the professionalism of your security, staff or management, assumptions and perceptions are controlled by what is available in the media and online. Market perception has a direct effect on the value of properties, and even the perception of current residents and homeowners, yet is hardly a line-item in the operational budgets of most communities.

It’s a worrying statistic that 70 percent of estate managers manage their own marketing and that most believe that their website is all that is needed for good marketing. But what is driving people to your website? The major problems we have identified are the lack of know-how, time management and budget.

To help address this, we decided to build the solution.

When Estate Living manages your estate online, we create a positive representation and estate profile at the global website www.estate-living.com. Positive stories and articles are regularly communicated and shared about your community, relevant to key words such as security estate and other key phrases being searched on the internet. Your estate and your experiences are shared within this highly relevant, highly effective environment that is easy to access and easy to share.

If content is king online, think of experience as the castle. Digitise your message, and exponentially share your experiences. Take advantage of the sharing economy by saving time and resources, opening access to your environment for fair opportunity, and joining the global community of Estate Living.

Trust Estate Living, the residential estate experts, to share your value with the world –

 

jaime@estate-living.co.za | 072 171 1979

louise@estate-living.co.za | 073 335 4084


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