“Meet George Jetson.”
These are the words that introduced the world to the classic cartoon about a family living in a futuristic, impossible world in which people drove hover-cars, talked to each other on screens, and in which inanimate objects communicated.
Welcome to 2016. We are not quite driving to work in the air yet, but we are close to surpassing the futuristic world of the Jetsons. The Internet of Things (IoT) has arrived. The IoT refers to the connection and communication between inanimate objects. It is estimated that there will be over 50 billion connected devices by 2020:
This is no small trend. This is now, and this is the future.
Take a look at a projected IoT-saturated future home:
Consumer wants have already been identified, and the IoT is no longer seen as that impossible, fun world the Jetsons lived in. As consumer wants grow, companies and marketers should keep their eyes and ears open.
What does the IoT mean for marketing? The IoT holds endless possibilities for creativity and innovation. Marketers must adapt to a changing world or they will get left behind. For example, the refrigerator listed above as a “most wanted” object is a perfect opportunity for some marketing activity. The refrigerator could automatically link to a smartphone grocery list when eggs or butter are running low. Rather than generic “butter” being added to the list, “Land O Lakes butter” could be added, thus advertising the brand by what was previously bought. Think of the customer retention possibilities! This is just one small way marketing can work within the growing world of IoT. I’ll leave you with the comic below:
Devices are already communicating. Are you ready?
Mobile marketing has been on the rise for the past few years, and it will continue to grow in the next few years. This is not a surprise to any of us. The following graphic speaks for itself on the importance of this marketing vehicle:
Video marketing has also been on the rise, and these facts may be even more staggering:
With so much power in a marketing vehicle and a marketing tool, the two together are an unstoppable pair. The greatest advantage a marketer can gain from putting video on mobile is a stronger and less-distracted consumer attention-span. Research reveals that when users watched a video on TV, the video was the only activity going on for 28% of the time. When watching on a mobile phone, consumers gave the video their sole attention for 53% of the time. In addition:
Does this mean marketers should put all of their efforts into mobile video marketing? Absolutely not! It does mean, however, that this can be an impactful aspect of an integrated marketing campaign.
How would you best integrate mobile video as a supplement in a greater campaign?
Tumblr’s micro-blogging site is becoming more and more popular with teens and young adults. With the emergence of new platforms, the social media landscape is changing, and the usage of Facebook among the younger crowd is on a steady decline. According to Statista, the number of estimated U.S. teen Facebook users fell 25% between 2011 and 2014.
Among other social media sites, Tumblr is at the forefront of capturing the attention of teens and young adults.
Why is Tumblr so captivating to young people? Digital marketing consultant, Tim Peter, seems to think it’s a matter of the type of conversations that take place on the platforms. He states, “Facebook is where teens and young adults connect with family and some friends. Tumblr is where they connect with like-minded people about the topics they care about.” Companies can leverage great power in knowing that this is a site on which young people feel they can relate to brands. Tumblr is an image-driven platform on which companies can build a sense of community, loyalty, and brand allegiance.
Should every brand now ditch Facebook and run to Tumblr? Absolutely not! Every platform has its niche, and not every company fits into Tumblr’s target audience. The first step in determining a company’s fit for a social platform is to understand its audience and how it interacts with the platform’s purpose.
Can you think of any brands that should focus their efforts on Tumblr and/or cut back on the amount of effort they spend on Facebook?
Emerging media is interactive media.
In stark contrast to traditional media, it involves the audience. It seeks response and yearns for a give and take relationship. It is new, fresh, and, with the constant growth of technology, never static. Merriam-Webster defines the following:
Emerge : to become known or apparent
This definition implies that the very core of emerging media is discovery. It is the present and the future. It is an exciting aspect of marketing that doesn’t sit still. Marketers must embrace emerging media in order to stay relevant and capture audiences who are embracing technology.
How do audiences interact with emerging media? This field includes many components of digital life, including website visits, social media engagement, blogging, texting, and so much more. It is important to remember that interaction is at the heart of it all. The way marketers communicate is changing. The lecture format has become tired (not completely useless, but tired). Consumers want a relationship that is a two-way street. This means that marketers must utilize channels that had not even been created thirty years ago. Laptops, tablets, mobile phones, and GPS devices are just a few examples of these new platforms.
In future posts, I will investigate the tools and methods used in the ever-growing field of emerging media and the reasons why people use them. Come with me down this crazy road of exploration. It will not disappoint!