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Saturday, January 07, 2017

Forget Clicks And Views, The Future Is All About Listening | MediaDailyNews

Photo: Marla Skiko
"We are all now indisputably part of a connected world. Everything we desire — from entertainment to news to instant social interaction — is literally right at our fingertips." reports Marla Skiko, EVP, Director of Digital & Data Solutions Publicis Media. 

This pervasive connectivity is thanks in large part to the rise of mobile ubiquity. A mobile phone is not just a third screen; it is akin to a third hand, indispensably and obsessively attached to our bodies. A July 2016 dscout study showed that the average person touches his or her mobile phone over 2,600 times per day (inclusive of each type, swipe, tap or click).  

Depending on the specific demographic and region, people are spending crazy amounts of time across screens looking down versus up — almost half of their time in some countries in Asia. In reality, this screen obsession is really a connection obsession: at all costs, people want to be in the know. This all-consuming desire to be “always on” powers not just what people do, but also how and what they buy. 

Those of us in marketing circles are also keenly aware that, beyond people, connectivity now extends to “things.” Devices and appliances from auto to home and more are connecting at a rapid pace. The Internet of Things extends beyond connected home and car — to the sensors and cloud computing that will eventually allow for everything, everywhere to be connected, smart and efficient. Nowhere will this be more evident than here at CES in Las Vegas this week. The IOT and the connectivity it allows will be the backdrop to much of what we see. 

With the proliferation of device interconnectivity, we start to see how device interaction will begin to intermediate human interaction. Soon it will be the norm for the alarm clock to wake you up at 6 a.m. and signal the coffee maker to start the coffee. When the coffee runs low, the coffee machine will signal the home assistant to order more, which will be delivered by another machine, perhaps a drone. Every interaction in this process will happen automatically — without a human clicking, calling or tapping on any device. We’re not there yet, but we will be. 

Source: MediaPost Communications