To marketers, the future looks like touch point whack-a-mole

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.

[Read the full article on MarTech Today.]

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Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

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About The Author

Mike Herrick is the SVP of product & engineering at Urban Airship and is responsible for developing, operating, supporting and innovating its products. Mike has led the development of Urban Airship’s mobile growth platform, which is trusted by thousands of brands, partners and developers to deliver more than 1 billion notifications per day across 45,000 apps.

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