The Connected14 Strategy
One of my friends runs an engagement agency in Irvine, CA called The Buddy Group. One of the services he sells clients is a “Connected14” strategy which intrigued me since the day he mentioned it. Essentially, the Connected14 is an engagement strategy (and execution) across your 1 foot experience (tablet, mobile phone), 3 foot (desktop/laptop), and 10 foot (Smart TV). There is a nice video that explains it here.
CES has had no groundbreaking product announcements this year, but the common thread that linked the whole show together for me was connectivity (I was there). Consumers are purchasing an increasing amount of devices that are connected to the web and this is going to open up opportunities where marketers can deliver a well thought out and planned experience across the Connected14. It is not good enough anymore to deliver the same experience and creative across all three devices at the same time for a brand. We should be taking advantages of the intricacies of the devices and building engagements that are tailored to each, but connected thru a strategy so they can be used at the same time to amplify their impact.
I really like the Connected14 idea and would like to see the industry really start embracing and thinking about. The one fact that we can all basically agree on is that we are becoming more connected and not less. Time to continue/start planning for it.