What’s Next For Connected Digital Marketing? — Connected14

What’s Next For Connected Digital Marketing? — Connected14


Four years ago, hardly anybody had a smartphone.
Today, less than ten percent of people have a connected TV. TV is going to dramatically change in the
next decade. I think it’s going to become more interconnected with the devices in your
home. I think it’s going to become more seamless with who you are as a person, which
I think historically it hasn’t. And I think you’re going to see some pretty bold things
happen with respect to the TV in the years to come. You have seen a lot of networks creating their
own online presence or tablet presence or anywhere, and people having the ability to
just go online and watch these shows, and just not on the TV but also on a tablet or
a cell phone. In a few years, when every television that
ships has some sort of connection to the Internet, you’ll have a stack of Internet connectivity
in your living room. We’re already starting to see people under
20 and 30 are not getting cable. They’re just watching Hulu and Netflix and YouTube. I anticipate that the idea of Connected14
will become a reality and become a practice within 12 to 18 months for most major brands. The Internet is just having an amazing impact
on our society in terms of the democratization of information. And we’re only still beginning
to understand the impact, sociologically, anthropologically, and obviously in the context
of marketing and advertising. With Mass Marketing, you didn’t have technology,
so you had not option but to create Mass Marketing. But now, you have technology that actually
enables you to know your consumer and to be able to communicate with them on a personalized
level; not just in terms of the content you provide to them, but also in terms of knowing
their habits, the devices they use, the time preferences they have, the mechanisms of communications
that they prefer. All of those things, and we have to respect that. People don’t want to be advertised to, but
they want to opt in to how they have a dialogue with the brand. That’s going to be the most
important thing here, as both a consumer and a marketer. That is the Holy Grail of how
you can talk to a consumer without them feeling like you’re trying to push something on
them. My hope for the future is that there’s more
connected devices with users consuming more content across all those devices, and that
the technology continues to accelerate in terms of the innovation. Smartphones are going to get smarter. I mean,
Siri’s a good example from the perspective that I can reach into this device and ask
it to do things for me. Computers are going to get smarter. They’re going to get easier
to use. There’s no slowing down, and it’s a tremendously
exciting time to be a marketer. I would like to see brands working with strategic
partners to start having the conversation around ownership. What’s possible? What’s
coming? Picking a platform as their racehorse and going with it, and knowing that it’s
okay to be wrong. I would hope that the way things go is, there’s
one standard and you can have different devices from different companies, but they could all
work together. That’s really interesting from a marketing
standpoint because that means billions and billions of marketing dollars are going to
shift to digital, and that really helps the Connected14 because when there’s more dollars
in digital, that means the technology and the marketing can be that much more effective
because it can be tracked and measured. We’re thinking about a Connected14 experience,
which is great, and that allows us to basically own the entertainment space within ourselves,
but we could be thinking a lot more broad between the Connected14 and going to a Connected30,
Connected100, Connected500. I don’t know what the number is because the digital experience
is omnipresent, and in an omnipresent opportunity, why put a number to it? So, the really important
part of the Connected14 is really the connection part. I’m sure the question can be raised that
we’re going to go too far on this. I don’t think there is a “too far”. I don’t
think we’ve even touched the tip of the iceberg of what customers want from us, and
I think brand owners and owners of businesses need to be focused in on delivering whatever
the customer wants, when they want it.

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