In 2013, smartphone penetration in the United States will reach 57%. This is when we cross the chasm – the majority of adult Americans will have, in their pants, access to most of the world’s knowledge, at all times.
If you make a bad decision today you’re just lazy. Whether it’s a choice of breakfast sandwich, a car, or a dentist, content marketing strategist or any other service, you have in the palm of your hand all the information you need to make a good decision. When consumers fully figure this out, it will change the rules of the game for marketers, forever. Here are 5 shifts marketers need to take to thrive in a world where information is everywhere:
1. Coy Kills
When consumers have access to more information, they seek more information. Google documented this in their Zero Moment of Truth research that found that consumers, on average, needed 5.3 sources of information before making a purchase in 2010, but 10.4 sources in 2011. If you don’t fully inform your prospects, they’ll find someone else who fill. Marketers must open the kimono and over-explain everything to potential customers.
2. Video is Not Optional
You must be able to explain and inform with video. With smartphones + 4G LTE + proliferation of WiFi, the barriers to video as the primary communication conduit have been broken down. Video is easier than ever to create, and easier than ever to consume. And it will always be the most visceral and impactful content marketing modality because it touches more senses simultaneously.
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