What is happening to business today? Giant, billion-user platforms like Facebook, Google, and Amazon are embedding themselves in the digital marketing and daily business of many industries. As a result, they have accelerated from linear growth to exponential growth, and their platforms are changing the lives of billions in years, rather than generations.

This is only the beginning, or so their founders and investors hope. As the world turns “digital first,” their goal is to build and own platforms that will funnel the world’s wealth into their hands for decades to come. If they succeed, your company will work for them.

However, new technology is bringing a paradigm shift from “corporate-first” to “people-first.” We are entering an age of Connected Consumption that will link customers and vendors directly, bypassing the giant platforms.

Connected vendors will know where, when, and how their products and services are used. They will deliver directly to their connected consumers 24/7, and be an interactive part of every “touchpoint.” This will transform digital marketing, eliminate many advertising costs, and make an e-commerce middleman unnecessary. Connected Consumption will direct real-time supply chains and logistics, while raising product quality to fit customers personally and accurately.

This transition will change how the economy works. Already, it has begun to evolve from Adam Smith’s “invisible hand of the market” to new “visible markets.” You will still use the giant platforms to acquire new customers. Yet, that will be their only role. Once customers hook into a product’s private Connected Consumption interactions, your business will serve and deliver them every minute, without needing giant platforms to reach them or sell them again. Even more powerful, you will produce immediate “people-first” success during every product use, raising your brand value and vendor credibility above competing companies and platforms.

By adding 24/7 “people-first” Connected Consumption to your products, services, and marketing, you will take control of digital business in important ways:

• Connected Consumption is a scalable, cloud-based service that you can develop for yourself, then sell to companies that can add millions of customers.
• A Connected Consumption platform uses direct and secure relationships that exclude platform surveillance and competitors.
• Many digital advertising and e-commerce costs are replaced by a two-way channel inside everything that takes place online.
• Marketing’s new priority will be every touch in consumption’s “visible life cycle.”

It will be your company that secures markets and blocks competitors. And you, not the giant platforms, will help change the lives of billions in years, instead of generations.

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