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Saying the Right Thing at the Right Time

Once upon a time, a man dressed in black with glasses held up and switched on a shiny object. And everyone watching had their brain wired differently ever after.

The Connected Era

Not Tommy Lee Jones with a neuralizer – but the debut of the iPhone at MacWorld 2007 (today is the 8 year anniversary of its public release). That iconic moment along with the rapid acceleration in adoption of the modern Social Network paved the start of the Connected Era – one of 3 major transition/disruption phases* that stand out in the past 50 years of digital media history in the US. The full list?

1965-68 – Rise of the Broadcast Era. Characterized by passive content consumers with uni-directional information flow

1997-00 – Rise of the Information Era. On-demand content consumption with largely uni-directional information flow

2007-10 – Rise of the Connected Era. Active content consumers and content creators (bi-directional information flows)

* I’ve mapped eras based on when adoption of specific technology crossed 20% US household penetration. ‘65-68 saw 20% household penetration of Color TVs. ‘97-00 saw 20% household penetration of the Internet. ‘07-10 saw 20% household penetration of Smartphones and Social Media (also see).

The one-dimension of the Broadcast Era made push messaging simple and effective and easy to manage. With every era cross-over, we have had a slew of new information channels opening up and with that, sharp growth in available content for consumption. And marketing has evolved to keep up.

Today in the Connected Era, smartphone penetration in the US has grown past 55%. For over half the US population, access to streaming content gateways is anytime and everytime, anywhere and everywhere. Today I am registered on 7 social networks and active on 4 – you are likely the same. We are all hyper-stimulated. Our bandwidth for processing all this new content arguably hasn’t increased over time. Something has had to give and that has been a sharp decline in our attention span.

Knowing all this, executing on a digital strategy today has to factor both relevance and timeliness.

My takeaways?

1. First-touch impressions have to be meaningful or else nada – #ContextMatters.

2. Grab consumer attention right at #TheMoment or it will fade fast – #RealtimeMatters.

It has never been more important to say the right thing at the right time.

Comments? Hit me up on Twitter @thomasamathew (or jot below).

Next Up …

In follow up blogs I’ll share my thoughts on the Connected Era and how it molded modern marketing as well as my take on the next wave after the Connected Era (Spoiler – Rise of the Immersion Era).

Stay tuned.

[Image credit: mypeople.tw].

Topics:
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