We are swimming in new ways to connect and beyond that, what it all actually means.
Social. Mobile. Out of Home. Digital Out of Home. Connections. Experience.
This is a complicated world that we operate in, no doubt. As brand, marketers and communicators, this world is constantly changing. As consumers, we’re unlocking new ways to connect each day, ways that we did not know were there yesterday. This sort of evolution and discovery occurs every single day.
It’s as if the Pandora’s Box of technology has opened to the point of no closure.
On one hand, it’s exciting. On another hand, it’s maddening. It’s a bombard of variables to navigate and manipulate, all in an effort to get (or deliver) the right message at the right time to do the right thing. That’s what we all want, right?
“Screens” of old are just that – old. They’re ubiquitous. They’re a commodity. Even the one in our pocket. They’re only mechanisms of delivery and engagement, but it’s in this combination where the value comes in. Delivery + engagement should = value. I know that we all define “value” differently. For each consumer, it’s different. And for each shopping scenario, it’s different. Education, entertainment, discounts, points. All good “value propositions,” but all unique, not necessarily based on points in time in the shopping journey, but based on the individual.
The individual is the biggest variable that we have now. Their familiarity with technology, their use of it, their access to it, their view of what it enables them to do, their expectations of what it can and should do. It’s easy to automatically pin all these different technologies as the primary variable in ways to connect, but it’s not. It’s the consumer.
Each one of us, as consumers, now have the ability to reach out to someone, often times a group of distant someones, immediately and create, comment on, and/or consume content. This power has shifted what value is to each of us and, even more, elevated our expectations, in terms of what it takes and means to engage with brands.
As all this relates to the “screens” outside of our homes, be them physical screens or screens made out of the places and things around us – the game changer of the world that we live in is not the technology that enables all of these “screens” to be activated, it is in what they deliver and how people can engage with it. Messages/content just pushed is noise. It’s reason to ignore that particular “screen.” What can’t be ignored is something to actively engage in, something that delivers value to that person at that point in time. That’s the thing to figure out.
Then figure out how to do it.
And that’s not new.