Marketing communications has arrived at its complexity inflexion, and that complexity needs IT. Period. From now on, when you say "I'm a marketing communications consultant", you'll also be saying "I'm in IT".

Computers 'do' numbers, and they can 'do' numbers pretty well. Accounting is about numbers, and so is much of science and engineering, so computers were rapidly deployed in these disciplines in their early days. They helped crunch complexity, and this same capability drove complexity. IT advances have driven today's advanced stock trading platforms and other financial systems. It has underpinned our analysis and knowledge of genetics. It has driven finite element analysis, fluid dynamics and other engineering modelling technologies. These are just a few examples, but however you cut it, modern accounting, science and engineering is entirely reliant on IT.

In the 70s, manufacturing was about turning out millions of identical products repetitively, cheaply. Retail was about piling them high. By the 90s, mass production had become mass customisation, as IT enabled complex yet efficient supply chains. Each and every car gliding through production can now be any one of a thousand permutations. The number of Zara's annual product lines exceeds the volume made of each; all at affordable prices. Retail analytics informs every decision we make in retail design. However you cut it, modern manufacturing and retail is entirely reliant on IT.

These professions, and others, reached their complexity inflexion. You could say that IT was both a cause and the saviour, and now it's time for marketing communications. Let's look at some numbers. Read more