BOOK REVIEW: The New Digital Age

Authors: Eric Schmidt and Jared Cohen
Publisher: John Murray
Reviewer: Chris Pearce, MD, TMW

This breathtaking book sets out to predict what kind of world we will have to do business in when some eight billion people are connected. As well as addressing the potential gains in areas such as productivity, health and education, it also quite rightly looks at the ‘dark side’ to unlimited connectivity, tackling topics such as privacy, freedom and revolution.

But what inspiration can be gleaned for the marketing industry and more specifically B2B marketing? At its most basic level, the book’s prediction of a world where all citizens are connected offers a huge opportunity for anyone working in marketing. The possibility of reaching audiences in even the most remote parts of the world becomes a reality that the most savvy marketers will begin to consider.