Ideas on Integrated Marketing in a Connected TV World
From Wi-Fi-connected baby scales to a robot bunny that zooms around your house announcing your social media newsfeeds...all electronic devices are coming to the connected era! With this year's CES coming to a close, it's a good time to think about how the connected world will impact integrated marketing. I won't expound on the marketing virtues of a robotic rabbit in this column (though I'm sure there are many). But I can give some thoughts on how connectivity on another consumer electronic device, television, will impact marketing strategy. Recently, I watched influential VC Mark Suster's presentation regarding the future of the TV business. Suster points out that some major developments have happened since the early dot-com days that will allow for this new connected TV world to take off. He argues that the combination of the decreasing production costs, a realistic content distribution model for online video, and the rapid increase in connected TV sets puts t...