We Really Are All Connected

Have you seen that YouTube video with the cat using the iPad? It's hilarious to watch.

And it tells a revealing story about how the world is changing for your business.

Right now, there are more people in the world with mobile subscriptions than there are people who have access to electricity. Isn't that incredible?

The thing is, we are all hyperconnected these days. Even the most techno-phobic have smartphones.

At work and at home, chances are that you are using integrated devices that let you do multiple things from just one small digital tool. It's becoming a one-screen world.

I'm no techno-genius. As my team knows, you've got to explain things to me simply. Still, my iPad has become my main tool at home for almost every digital connection.

Even if your business is more bricks-and-mortar than digital, this still affects you.

Why? Because this new world isn't really about technology. It's about connection.

The statement, we are all connected, doesn't just have a spiritual meaning. It's really coming true in the digital world.

The good news is, you can continue to look at this huge shift from the point of view of marketing fundamentals. If you do, you're in good shape.

So what does this untethered hyper-connectivity mean for your brand and your business?

1. Know who your people are. The people you sell to may not shift over time, but the world does, and the people in them change their practices. This revolutionary new world of the integrated one-screen means you have more opportunities to have conversations and interactions online.

2. Go where your people are. It does no good to market to people where they are not hanging out. People are spending more and more time on devices, so help them find you by being there too. A great starting point is to make sure that your website is mobile-friendly. The same for your newsletter and whatever else you use to connect with your audience on a regular basis.

3. Tell a great story. Great marketing is about great stories. If you create a story that engages people at the deepest emotional level, you could go viral with your message. There's an opportunity for far more reach than we've ever had.

4. It's all about connection. Connect with your community by finding ways to interact with them. Passive approaches like ads and coupons aren't as powerful anymore. Active approaches like online dialog are.

In this one-screen world, in-person connection is not your only avenue for letting people know the value you offer (my definition of marketing). The digital world not only expands the number of people you can reach directly. It also expands your reach to the people who know those people.

Even if you read this and get scared or overwhelmed, it's OK. You don't have to make shifts all at once. Just be aware of what is changing, and start thinking about what that could mean for your business.

It's never been a better time for you to get the word out about what you offer. Help people find you by connecting with them where they are in a meaningful way.

We really are all connected.