So what's it all about?

So what's it all about?

'Digital media are all about computers like astronomy is all about telescopes.' said someone recently. And therein lies Stream.

Digital thinking is now escaping from the narrow confines of geek discussions and becoming mainstream.

The computers are fading into the background.

To the adpeople of the 1950s and 1960s, television was an amazing new technology. It took fifteen years for Marshall McLuhan see the big picture and make arguments like 'the medium is the message'.

To subsequent generations, TV was just infrastructure, as much part of the homes they grew up in as the cooker or the bath.

Today, no one worries how things happen on social networking sites or on YouTube. They just do. The computer, and the servers and the software are now becoming just infrastructure.

Five years ago, technology and bandwidth limited the possibilities of digital marketing. Today, as the technology and bandwidth keep racing ahead, the limits that matter are just the limits of the marketing imagination.

This is our challenge as marketing thinkers and doers. To lift our eyes from the HTML, the Flash and the website logs, and to see the bigger picture.

To go boldly, where communication has never gone before.