Screening the screenless: Marketing’s next frontier

I’ve caught myself a few times in recent weeks – sitting at my desk and flipping between looking at my computer screen and my phone in hand. Across the office, television news runs on mute. It’s hard to avoid screens in today’s age, and even harder to avoid their constant, almost gravitational pull for our attention.

On my commute home, though, I avoid screens. I throw my phone in my duffel bag and listen to podcasts and articles as a way to decompress while staying up to date on the latest news. Ironically, I recently listened to a story by New York Times writer Farhad Manjoo, titled “I Didn’t Write This Column. I Spoke It.” The column, which was originally dictated to a smartphone, details a trend that I was already taking part in, but didn’t realize: we’re moving away from screens. It may still be unconscious for most of us, but it’s happening nonetheless — whether we’re asking Alexa about the weather, having Siri set us a reminder, or listening to an audiobook.

Screens are simply a part of everyday life. But I think we’ve all experienced the fatigue that comes with constantly being glued to a screen: having our eyes strained, constantly responding to the endless pings of notifications and messages, being unable to sleep at night because we’ve been on our phone. Interacting with a screen, clearly, is not always a positive digital experience. I know that’s why I relish my commutes home, with nothing but sound. And I’m not alone. Nielsen found that online radio listening has grown steadily, and that “[a]s of early 2018, 64% of Americans ages 12 and older had listened to online radio in the past month, while 57% had listened in the past week.”

When the digital revolution exploded, it revolutionized marketing. Suddenly we had unparalleled insights into our email content, whitepapers, webinars — everything. We knew how many people watched our videos and for how long. It fundamentally transformed how marketers operated in this new data-driven world. And it all unfolded on screens. For a long time, it was hard to imagine how digital marketing would ever happen off screen.

But now we’re starting to see that the screenless internet is coming, and with it so will screenless marketing. What’s so intriguing about this, is that we’ve almost come full circle. Even though screenless marketing represents the next step in the evolution of digital marketing, ironically, it’s not really digital at all. Our screen fatigue has driven us offline: though we still want to consume content, we don’t always want to do that through our fingers on a keyboard or touchscreen.

As the screenless internet continues to grow, we marketers have to grow in parallel: audio can now be transcribed, translated, scaled and distributed largely in the same way content – from emails to whitepapers to case studies – can be. How will this reshape marketing? The implications are endless.

In a recent article, Harvard Business Review suggests that our loyalty will be less toward brands, and more toward AI assistants like Alexa, Google Home, and HomePod who we’ll converse with daily. “In fact, we predict that AI assistants will win consumers’ trust and loyalty better than any previous marketing technology. […] AI platforms will be able to predict what combination of features, price, and performance is most appealing to someone at a given moment.”

As a result, marketers will look to optimize their position on AI platforms and partner relationships with brands. Just as marketers have jockeyed for SEO position on search engines in the past decade, marketers may look to do the same through these personal assistant devices.

It’s up to us marketers how we shape this new marketing landscape – to understand how we will effectively “screen the screenless.” But while we don’t know what shape this will take, rest assured that the same principles of good marketing will hold steady. No matter who the medium or channel, a winning marketing strategy will always prioritize the customer and their needs, deliver them valuable and personalized content and engage them with the right message at the right time. As marketers venture into this new frontier, the ones who win – as always – will be those who abide by these proven marketing truths.

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Joe Hyland

Joe Hyland is the CMO of the leading webinar platform company, ON24, where he is responsible for the company’s global marketing, communication and brand strategy. He has over a decade of experience creating and marketing innovative products in the enterprise and SaaS software markets. Before joining ON24, Hyland was the CMO at Taulia, the SaaS market-leading financial supply chain company. He holds a Bachelor’s degree from Dartmouth College.