Alan Eagle of think with Google came back from this years CES saying:
Technology used to be some esoteric thing that only those guys in the IT department understood. Today, it pervades nearly every aspect of business, and it’s changing faster than you can say “wearable.” That’s why so many of us go to Vegas every January. On the floor at CES, we take in the latest consumer electronics that’ll be hitting the marketplace in the coming year. There are lots of shiny objects, but for smart marketers, it’s more about the consumer than the electronics. All these new products and services, taken together, will have a profound impact on our lives—how we consume media, how we make decisions, what we expect from brands.
Nearly none of us could have projected just how a tablet or smart phone would be utilized today—both by consumer and brand. The same is true with wearables, the future of television and the digital automobile. But with the launch of Apple’s Watch this year more people than ever before are discussing the ramifications of how a brand must keep ahead of the curve in new forms of advertising, communication and marketing.
If you play a role in digital strategy for a large (or even small) organization you may want to dig further into the 3 considerations:
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Wearable technology discussed at CES
Organizations and brands continue to struggle in delivering a quality mobile experience. But the task just got far more difficult when considering the average screen size a wearable will make available to us. Design, content management technology and asset management will all require reconfiguration just to name a few.
Content as a service (CaaS)
More than just effectively planning for and implementing content to meet any platforms need is the idea of Content as a service. As the task of scaling content for every platform in this omnichannel world becomes more and more difficult we will still startups and enterprises start to take advantage of the gap providing the solution of CaaS.
3. Expectations are shifting
With each new evolution in digital experience the world goes through phases of acceptance and expectation. For years now the digital world has been demanding a more personalized experience. That expectation extends to advertising as well. Unfortunately we aren’t even meeting the standards expected in the mobile advertising sphere today.
Over the next 5-7 years the world will get a major technology overhaul. In developed countries the Apple Watch and wearable use will grow rapidly and this new paradigm of a more personal, constantly connected digital experience will shift our expectations and those less personal communications will begin to feel even more jarring than they do today.