Like it or not, we are on the threshold of being constantly connected. In a recent NY Times article, it was noted that sales of automobiles are at their lowest level in two decades in Europe. My favorite quote from that story is ‘There are products that are hipper for young people than cars.’ In other words, hip products that keep them connected to the Internet.
In another story in the Times, at a recent New York City mayoral debate it was noted that the candidates seemed to be trapped in an endless cycle of checking their phones – even while onstage at a televised event.
And by now you’ve probably also seen this video. The one that makes it clear what kind of impact ‘living online’ can have. It’s had over 21 million views to date.
Another harbinger of the ‘always on’ lifestyle is the advent of Google Glass – where you wear your connectivity right in front of your face.
So, it’s inevitable that your target is spending more time online, on more devices throughout the day and night. What does this mean for marketing? First, you need to plan for a cross-platform approach. Leading edge brands are creating mobile websites (and apps) that are unique to the small screen – and as a result function much better there. Don’t neglect mobile!
Next, you have to understand that the primary reason people are spending so much time online is to keep up with what’s new. It’s compelling, and it’s just a click away.
Even Facebook is a news/timeline driven community now. This means your brand has to be a ‘news generator’ as well. And not just with updates on Google+ and LinkedIn. You also need to be providing fresh photos and videos to keep your brand relevant. Simply put, people are ‘checking in’ on the web on a near-constant basis. Your brand can be there to provide at least a part of the content they’re seeking, or you can let your competitors fill that role.
Right now, someone is creating something that your prospect wants to know about. Is it you?