Chapter 1.2 Marketing Collaborate! in the moment We are living in a world that is brimming over with data more difficult it is to simply “keep up” by yourself. And it’s not that our brains are becoming and information. And it is coming at us from all sides at less developed. Rather it is our individual relative knowledge level which is decreasing the same time: from our own neatly stacked databases and through no fault of our own. It’s informational overload at its core. metadata or in a much more messy, unstructured format from the Internet, social networks, smartphones, digital In such an environment, having employees or even departments work alone on their little TV, security cameras, voter registrations, sports statistics, island is not an option. We all know silos crush intelligence. Today is all about building weather reports, etc. And it keeps growing. Faster and bridges and destroying useless boundaries. The more connections you have, the smarter you 9 11 faster. In the US alone, the digital universe is expected to are. Our brain functions that way , and so should our companies. Because when our markets grow from 898 exabytes to 6.6 zettabytes between 2012 and our consumers act like networks, so should we. If ’location, location, location’ is the and 2020. That is more than 25% a year!10 motto of real estate agents, then ‘connection, connection, connection’ should be that of the agile organization, be it marketing or other. 19 Though incredibly full of potential for organizations when analyzed correctly–not in the least for their marketing That is why smart companies work with connectors. Virtual ‘linkers’ like online internal departments–this abundance of information has severe communities and smart knowledge management systems. Or architectural unifiers like open consequences for our individual employees as well. To put office spaces that increase communication and contact between employees. Or human ones it very bluntly: the more information there is at hand, the like social media specialists that connect with our customers.