Seth Godin in his blog says that:
For now, the data is far far ahead of the tools.
Which started to make me think: Is it the same for marketing communications companies? Is it the same for marketing departments and clients? Is it the same for businesses?
My stint in a consultancy role has given me a lot of access to different information sets - from primary research that I have personally designed or my team has steered, from robust secondary data sources, from information- and knowledge-banks, from clients' own research databases - in the quest for knowledge.
I am of the belief that within marketing companies there resides a lot of information.
And it won't go away.
We've long talked about this age to be all about the age of information. I would agree to that. But I would go even further: The age of information is about to end. The age of how we handle, manage, and deploy these information is upon us.
The amount of information that is available on the web is phenomenal - and that consumers are willing to share their lives online - through blogs, through twitter.com, through facebook - is increasing the quality of the kinds of information that are available online.
I was recently asked by a colleague about twitter and what it is for: I said I don't know. All I know is that it's people sharing their lives - moment by moment - to the whole world. And if someone could make sense of these golden nuggets of information, we will have created a great platform of understanding why people twitter and make sense of the information therein.