To marketers, the future looks like touch point whack-a-mole
The number of consumer touch points is growing exponentially, and contributor Mike Herrick believes that for brands to keep up, they'll need to rethink their martech stacks.
If you’ve ever wondered what will replace the smartphone, the answer is that nothing will. Or actually, everything will.
Pervasive computing will become the norm. After all, Gartner predicts there will be 20 billion connected things in existence by 2020, up from about 7 billion today.
Currently, digital signage, smart kiosks and even connected dressing rooms are all shaping the way consumers and businesses interact with technology (and each other), and we are on the cusp of another wave of sweeping tech change, including self-driving cars, drones, artificial intelligence and virtual reality.
Yet the mobile paradigm persists. We look at IoT (Internet of Things) devices and assume they will function like smartphones. This is the pattern of how humans process the emergence of technologies, and there are unfortunate consequences. The first television ads were more or less radio copy complemented with moving images of a spokesperson.