Unrelenting Change

The influence of the ‘Digital’ revolution has been, and still is, a gradual process – similar to the progression of a glacier – a relentless and inevitable force for change!

Without doubt the most significant change is similar to what happened in the year 1440 when the Gutenberg printing press changed the way that information was owned and distributed. The Internet has triggered a radical transformation in the way that information is accessed, who can access it and therefore who sets the rules of the game.

The focus of our interest in this revolution is the impact on the marketing industry. To illustrate the depth of change consider graduates leaving university with a degree in Marketing – the majority are now applying for work with job titles that did not exist when they started their studies!

The Case for Content Marketing

So, what is the root change that has disrupted the marketing industry so much? Simple – information is no longer scarce. There are no limits to the number of sources available and no restraints on the amount of information available. Whereas, previously, information creators could control access to ideas and opinion by using infrastructure to create scarcity; now there are no barriers!

The Marketing Industry is in the business of disseminating information. With so much information circulating out there, accessible by billions of Web-consumers, the industry is having to change the way that it communicates. The Web-consumer has deliberately developed Ad-blindness and can choose to use tools like Ad-blockers to filter out what they perceive as useless information. The marketer can no longer compete for a Web-consumers valuable attention using disruptive techniques that can be easily avoided.

So far the Marketing Industry has been faced with implementing Content Marketing strategies with very little help from technologists. What makes Content Marketing hard to implement is not having the right tools – a bit like trying to dig the Euro-tunnel with a shovel!

Technology Integrated

Ultra Knowledge has spent the last decade working with noteworthy early adopter clients to research and develop a Technology Platform that is focused on cutting a new path through the Internet jungle. The Platform facilitates the integration and interaction of SaaS, Social Media, multichannel delivery, Content Marketing, Inbound Marketing, Earned Media, Content Curation and many other essential features. It does this through aggregating, sorting, pattern matching, tagging, de-duplicating, contextualising and presenting content in ways that create new, viable business models.

Our Mission

To be the leading Strategic Technology Partner supplying technology solutions for the Marketing Industry worldwide.