Warning - Screen-time Overload

In the past I have written about the risks associated with over-digitisation in B2B marketing. Now I am more concerned about ‘Screen-time Overload’, which I see occurring with business people everywhere in my travels around the globe.

In the past I have written about the risks associated with over-digitisation in B2B marketing. Now I am more concerned about ‘Screen-time Overload’, which I see occurring with business people everywhere in my travels around the globe.

 

What do I mean by Screen-time Overload? Most business-people rely on screens in their professional and personal lives, they surround us. It started with TV. Then we had the work PC, the home PC, then the iPod, the smart phone and now the emerging media tablets and e-book readers – who knows what next (maybe they will all converge, so less screens!?). But all of these devices are vying for the attention of already busy business people.

 

My theory is that if you are too busy focusing your attention on screens in front and around you, the all-important client and prospect relationships that your business relies on are not receiving the attention they once did, which is immensely risky. Just look at how lazy we are getting with email - it is easier to fire one off to see how that deal is going, than to pick up the phone or even better, meet with someone face-to-face. Social media, although powerful in some business applications such as peer-to-peer referrals, will never replace a face-to-face meeting – it must be used as a facilitator, not the end-game as only people will generate the return.

 

A few too many B2B marketers are trying to use screens to connect a brand with an influencer or purchaser, as opposed to using the channel to ultimately connect relationship people out there in front of those who matter. Screen must be companions to business development and enhance the relationship cycle, not replace it. High-value business transactions and long-term relationship management are best executed face-to-face. Digital marketing should be utilized to get people in front of people.