The last two weeks we’ve talked about the technology behind our favorite products and the consumer behavior that inspires our digital world. This week I want to discuss the actual digital products and CE devices that will continue to increase their role in future digital engagement efforts. 

It’s a product world.

We’re product people in a product world. 

Today people wear a smartwatch, listen to earbuds, have a smartphone in their pocket, a tablet in their bookbag, and a laptop on their desk. The same people drive a car with GPS or smartphone connection, have smart TV’s, watch movies on Netflix or Amazon, use refrigerators that tell them when their running out of milk, and have doorbells installed that have cameras and microphones.

Are you convinced we love our products yet? 

Maybe it’s just a generational thing. Yes, Gen Z and Millenials grew up in a tech-first world, but the fascination with technology and products does not stop with younger generations. I work with a lot of clients who have ‘an older’ audience. From pension benefits to 401K plans to Facebook groups and everything between, products and technology truly define today’s society.

Last weekend I was on vacation with my in-laws who just built a new house. They are not the most tech-savvy people, so I was surprised when they said they had a Ring. They didn’t have it set up yet but filled with excitement by what it could do.

When my team and I put together digital engagement and marketing plans we break out products in a few categories. 

1. Personal Devices – These devices are used by one person. They often contain personal information and are meant for a single user. Examples include smartwatches and phones.
2. Shared Devices – These devices are shared by multiple people. They often contain accounts for personal consumption but need to provide an experience that can be shared with multiple people. Examples include laptops, computers, and tablets. 
3. Communal Devices – These devices offer a shared experience for multiple people at the same time. There’s often cross over with shared devices, but these experiences focus more on community usage and less on single-user interactions. Examples include Smart TVs and voice assistants. 
4. Digital Products – These are digital services that are used across devices. Examples include Google, Facebook, Netflix, Amazon, etc. 

It’s important to consider the various ways audiences interact on their different devices and with different digital products. So what does this mean for the future of digital marketing?

It means there’s a lot of opportunities.

Technology is great, but it does have a lifecycle. Batteries don’t last forever. Laptops die. Phones get slow and apps update. In other words, people need to upgrade their technology all the time. This is great, but can also pose a challenge when it comes to compatibility and ensuring experiences across devices and products is still appealing to as many users as possible. 

The test of time.

Technology is often closely tied to user behavior. This is also true when it comes to products and devices. Remember the old square(ish) TVs that were replaced with a wider view because that’s how humans actually see the world?

When evaluating the future of technology I often ask the following questions

1. What current problem does this solve? 
2. How easy is this to fit into my life?
3. What are the barriers to someone getting or using this? 
4. Will this make my life easier?

Facebook provides a service that allows people millions of miles away stay connected. Amazon allows consumers to buy products without leaving their homes. iPhones allow users to communicate with others on a small personal device no matter where they are. Smartwatches allow users to get information in front of them faster than ever. 

These examples fit into our lives and make it easier. They don’t require us to change our natural habits in a drastic way, but they allow us to slowly evolve our habits to take advantage of them. This is key for products that stand the test of time. 

The future is convenient.

Today people are busier than ever. We have more things competing for our attention. And more opportunity to engage with more. So, when technology can shorten our to-do list or make our decisions easier it allows humans to focus on what we want. One popular Alexa skill is – “Find my phone.” There’s a reason for this. It’s something that allows us to spend less time doing something that we don’t like.

When I talk to organizations about the future of technology and digital marketing, our conversations often discuss devices and products. They make life more convenient and allow us to be more productive, which is the promise of technology that excites most people.

We’re excited to know that a user could donate to a non-profit organization from a Google SERP on their iPhone using Apple Pay allowing them to change the world without requiring them to go to a website or enter their credit card information.

We love the fact that that donor could then get weekly photo updates about their investment through What’s App or Facebook Messenger and view those photos on their smartwatch while they ride the metro and listen to the newest episode of This American Life.

We look forward to helping organizations change the world, by making it easier to change the world and have their voices heard.