Transitional Marketing and the Connected Interface
There is no first, second, or third screen; there are only screens. Regardless of their uniqueness in form factor or function, these connected screens are simply humanized interfaces allowing us to communicate with and experience a digitally optimized world.
While much has been made of defining the distinctions between the various connected interfaces, be they mobile devices, tablets, connected television, etc., what’s been lost in the debates over how best to utilize each distinctly is how best to address the radical shift in digital user experience expectations and screen agnosticism. How do we address this fundamental shift from a technology-centric marketing model to one of experience centricity?
In ignoring this experience-driven (r)evolution, marketers and technologists alike have chosen the path of least resistance and created additional siloed channels for consumer engagement, dismissing the subtly nuanced gray matter that exists between disparate channels made up of situational determinants and connected consumer behavior.
Existing models of ‘cross channel’ engagement, from a user’s perspective, render no more than a dizzying array of disconnected experiences, like random staccato plots on a digital map void of navigational directions for how to get from one point to another. Connected consumers require a seamless transitional experience from device to device, from interface to interface, therefore marketing strategies employed specific to a single device are fundamentally flawed. Each device sojourns the journey between consumer and brand, but this momentary device-specific experience does not define the experience. – href="http://www.briansolis.com/2013/01/transitional-marketing-and-the-connected-interface/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Pr20+%28Brian+Solis+RSS%29&utm_content=Google+Reader">Transitional Marketing and the Connected Interface by Scott Forshay
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