See, hear, and touch: Brands capitalize on human senses to
drive mobile value
A flurry of interactive features on branded digital
experiences show how marketers are broadly ramping up mobile-first utility by
appealing to the key human senses of touch, hearing and sight.
Marketers are increasingly embracing Tinder-like swiping,
image recognition and voice recognition for a variety of mobile-driven
experiences that are easier and more convenient than ever. As opposed to the
few standalone examples from previous years, there is a much bigger migration
beyond desktop interfaces to embrace mobile-first approaches in 2016.
“All marketers are thinking about how to engage their
audiences on mobile - it has become an absolute imperative,” said Jeremy
Lockhorn, vice president of emerging media at Razorfish.
“Smartphones have
nearly reached saturation, two-thirds of digital media time is happening on a
mobile device, and one in five millennials never uses a desktop computer.
“As people spend more time on the device they also get more
comfortable with the unique interface it presents,” he said. “Developers
likewise have been relying less on interface conventions carried over from the
desktop era and more on mobile-first conventions.
“Virtual personal assistants like Cortana and Siri are also
getting ever more sophisticated, leading to increased usage.”
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