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Eating, and drinking and communicating with others are fundamental actions which define every single living plant and animal. From the most humblest bacteria that generate substance signals to other micro organisms right up to humans which may create 500 page publication on a subject these folks wish to send out to an extensive audience.

It is the desire to talk and communicate across great distance that trigger new innovations.  We started to diffuse out and colonise ever bigger areas. While members of the animal world may wish to talk with localised groups, for us people the problem of receiving an essential message many many kilometers to another grew to become the single most essential specialized challenge of current history.  Novelty concepts like Indian smoke signals really couldn’t cut it so what with the advent of the telegraph in the US the communication technological innovation age was born.

Speedily on its heals came the telephone and as the infrastructure grew and the concept of the network became fundamental, innovations such as the world-wide-web and satellite communications were the apparent next steps.

Now we all dwell in a totally joined up and aways on planet we can communicate with almost everyone we wish.  But of course among the main ingredients in all of this are the companies that try to retail us stuff by networking using us over these very same technologies.  As a culture with each other we find progress with new technological innovation that we partially end up paying for through our taxes and our bills and rentals.  A lot of it is also paid for by marketing and company funding cash from those very same producers which would like to sell us their items whether just a simple bar of soap or promotional umbrellas.  So we have a deal in place here and the ecomony must us to buy so we are stuck using such a model for a a long time to come.

But now that the world is all joined up up with the net and individuals may be found via GPS on their Smart Phone and social media groups communicate with each other though Fb and video etc marketing use of the communications infrastructure has gone onto a new path.  Watch out for QR codes that smartfones can scan on personalised golf umbrellas for example with some people going as far as having wedding umbrellas where no question the satisfied couple can communicate their own unique brand.  The power of the masses means that the way business must communicate with its potential customers and potential partners is changing. They cannot simply blast away with buy this stuff now messages and anticipate to make progress.  Now that it is the case smart phones now outselling PCs individuals will be utilizing these platforms to explore and buy and could be developing relationships with merchants through a a lot more socially pushed model of marketing. 

Technological innovation is driving fundamental changes in the way producers can need to do business and we the individualbuyer are finally calling the shots.