Everyday we wake up with a preoccupied set of thoughts that are connected to an outcome for the day, through the day. That set of thoughts continue to get complicated as we live through the day and the connections keep getting complex and complex; but somehow we live through it, make sense out of it.
IOT (the next wave of Digital era) isn’t really different, if you re analyze your day – you would realise that bunch of those thoughts and connections are now being made across “Digital” and “Physical” (Social Networks, Messaging, Emails, Voice, Websites, Mobile phones and so on). And if you were to expand this idea to everyday objects in your life (your watch, shoes, shirt, belt, bag, kitchen appliances, cars and so on) you would be able to wrap your head around the notion of “Highly Connected World” – Internet of Everything – IOT/IOE.
Simple truth about IOT is that there are going to be “n” number of connections that will be made either with your involvement or without your involvement but in the context of YOU (who you are, what you do, wherever you are and so on). All of these connections will help in creating an understanding of your life, events, activities, behaviors as has been the case in non-digital world. (before digital arrived) You were making all these connections by using an organic matter (your Brain) that internally leveraged millions of neurons in your brain (which is an interesting connections of senses) to sketch out the meanings that helped you take next course of action.
Think about – your observation of your friend’s behaviour and suddenly you felt concerned about him. Series of events that you noticed about how your friend were missing classes, or hadn’t met you for multiple days or hasn’t been reachable / communicable – from these observations you derived insights that led you to reach out to him to check in on him.
Similarly, in new era – machines check on your routine, share observations, and derive insights (all automated – AI) that helps you always be in know how about your friends/family.
As the marketers learn to truly leverage Digital, it will become evidently clear that every single “Micro” moment that gets created between Brand and the Consumer lives in our brain somewhere. So, every time a new message or new “Micro” moment that gets thrown at us if doesn’t connect back to the previous one – the impact becomes lesser as our brain can not make the connection. And if there aren’t enough connections about the same object and the messaging it never really becomes an embedded experience for the consumer. So “Connections” in itself is an important pattern to explore and implement when Marketers are trying to develop consumers and keep them loyal to their brand.
That’s the real true purpose of all this – how do we use the technology to impact (Truly) the way we live, help us become better human beings. That is the true impact of “Connections” – Assembly of events that turn something into a memorable experience that helps me truly stay connected (human 2 human).