Having neck pain? Walking into people on the sidewalk? Experienced a near miss crossing the street?
The more devices we have, the happier we are. In fact, we have more devices and spend more time on them than any other device prior. With computers, laptops, television and radio, the on/off button was something regularly used. Not so with our devices today. Always-on is a badge of honor. And who doesn’t feel the onset of anxiety setting in when the juice runs low or heaven forbid, runs out?
We think we are “connected” because we are “always-on.” We see a tweet, a post or an update as soon as it occurs from friends, family, colleagues and even world leaders. But are we? Are we truly connected to what matters most to us? Moreover, do we really want to be that connected? Is it healthy? Is it productive? Am I really more informed or better off because I can share a photo of my pancakes, the skyline, a dog or cat or whatever I fancy right now?
Anectdotal evidence suggests there are cracks in the connectivity dream. In some circles, disconnecting is the new black. And yes, you guessed it, there’s even an app for that.
Companies must better understand the dynamic between man, woman and child and their devices. And we all need to be connected in different ways. Real-time data gives us the ability to get more of what we want and less of what we don’t want and do so when and where we want to receive it. Today, uber relevance reigns. There is simply too much competing for our attention. I ask again, to what end? Is all this connectivity leading to better, more targeted, more relevant communications?
The Wisdom of Lester Wunderman
I learned a valuable lesson from Lester Wunderman, the father of direct marketing, years ago: “Just because you know my name doesn’t mean you know me,” he said. Taking that a step further, it also doesn’t mean I want it now (even though all the data suggests it) or I want to do it with my phone.
In the world where we can access any and everything with a swipe or command, a “connectivity gap” is emerging, and it is getting in the way of communications that really matter to consumers, businesses, employees and even our friends.
We think we have communicated something because we just “sent it” or “posted it.” But unintended consequences are real. Delivering bad news in a text doesn’t work. Un-vetted blogs, tweets, posts (light on facts), do more to un-inform, than inform. Hashtag photo opportunities too often backfire. And the list goes on.
There simply is no substitute for well-conceived communications strategies that close the connectivity gap and free us from our connectivity addiction. Integrating new media technologies and an understanding of how social media channels wield their influence are part of it. But make no mistake, nothing happens without a plan and a commitment to stick to it.