People today are more connected than ever before. The rapid increase of connected devices, their falling cost and the ubiquitous connectivity, gives us the ability to be constantly connected. This has caused an irrevocable change in human behaviour, forever changing the relationship between brands and individuals. Individuals now have control to choose which brand messages to be receptive to, on whichever channel they choose, at their own convenience.
Individual’s state of connectivity will only further increase. We are connected in our homes, at work, while we travel, and when we socialize. As we live day to day, we switch seamlessly from device to device, network to network, always maintaining our connection with the digital world alongside the physical world. These connected habits have become the cultural norm, and our trajectory is directed toward increased connectivity. It is estimated that by 2020 the average individual will have 10 connected devices in their life and around 140 sensors associated with them. Despite the growth of connected devices, reaching a receptive person with brand messages remains a challenge for marketers to overcome.
As Seth Godin exclaimed, “The economy is now powered by connection, not industry. Connection and innovation and the instant movement of data means that the rules most of us grew up with are quickly becoming obsolete”. Reaching the connected individual on his or her terms is an obstacle that marketers face and will have to overcome if marketers want to resonate with digital natives in the future. The strategies and best practices for doing so are precisely what The Connected Marketer Institute addresses.
Download your copy of part 1 The Rise of The Connected Marketer to learn how to create, develop, and maintain a brand experience that understands and serves the needs of the connected individual on their terms.