We have been through an era where the future of digital was largely about mastering new disciplines like email and search marketing, though there is still plenty of that e.g. content marketing, mobile commerce, video etc.
We went through the web 2.0 era which was largely about social media and understanding the people-to-people power of digital.
It feels like we are now in a digital era which is still not short on new things to master (data, omnichannel, personalisation etc) or new horizons to imagine (wearables, internet of things, 3D printing, artificial intelligence etc.) but which is more fundamentally about the ability of brands and businesses to change, adapt and innovate.
After many years of presentations which often ended “Change or Die” it seems that cautionary prediction for the future of digital is indeed coming to pass.