To realise that we are already fully into a digital era, it is enough to go to any tech shops and look for a mobile phone with a keyboard. Trust me, you won’t find many. Although Tim Cook, Apple’s CEO, has announced “another pen era” for mobile devices, we became accustomed to have the world at a finger’s touch, and apparently we can no longer do otherwise.

According to McKinsey, digital should be seen less as a thing and more a way of doing things, while creating value: at the new frontiers of the business world, in the processes that execute a vision of customer experiences, and in the way through which foundational capabilities that support the entire structure are built.

Hence, it is a way of unlocking growth.

Our smartphones became so “smart” that enabled us to manage a significant share of our life with a finger. This is why business in general (not only marketing) became oriented to a widespread expansion in the field of mobile technology

Google created a short guide to this transition, analysing the micro-moments that tell a story about our habits.

Some figures above all: we check our phone on average 150 times a day, 68% of us checks the phone within 15 minutes of waking up in the morning, 87% always have their smartphone at their side, day and night, and a worrying 30% are willing to admit that they actually get “anxious” when they don’t have their phone on them. Furthermore, while there is a 20% increase in mobile’s share of online session, the time spent per visit decreases by 18%.

Well, we are increasingly quicker and connected, and companies should deliver products and services based on the evolving needs of customers. The only effective way to keep the pace is what Google names, recalling the famous commencement speech by Steve Jobs, connect the dots: if teams are not collaborating and do not talk to each other, responding properly to the needs of customers will be incredibly difficult. Social innovation is contagious.

Are we ready to talk to each other (not via sms)?

A customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is part of it. We are not doing him a favour by serving him. He is doing us a favour by giving us an opportunity to do so. (Mahatma Gandhi)