I. Fad or Friend: Touch
My first memory of seeing a touchscreen was in the Star Trek movies. I thought it impossible that I'd see such a technology in my life time. Yet, here we are.
Touch will be a very important friend for marketers. There are two ways in which I see touch evolving:
Touch will be a very important friend for marketers. There are two ways in which I see touch evolving:
- Virtual reality & feel
- Gestures
In the first case, touch leading to a feel
What do I mean by that? Right now the only senses that machines can cater to are sights and sounds. We're missing smell, feel and taste. While attempts are being made to find ways to send smells (a la the Jetsons), feel may be closer than we think.
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How would you like to buy a Pashmina shawl after you feel it on an app? That is the best use case for feel - retailers who may be facing consumer resistance to purchasing online because they prefer to feel the product. It also eliminates guesswork of figuring out the size of a product due to inaccurate images. It would ultimately lead to a reduction in returns.
Feel could be as simple as a form of haptic touch - different textures coded as different levels of pressure leading to various sensations.
Touch making way for gestures
This is a technology I've been waiting for for a long time. While it's slowly making it's way into some mobile devices and most gaming stations, it hasn't hit main stream yet. And when it does, I'd love to see marketers using it for marketing. The obvious use is, of course, for display advertising, which is already becoming more and more interactive. There have been instances where a display turns on or changes when it senses a human approaching. Now imagine using gestures to interact with display ads.
At this point, gestures are where touch screens were around 20 years ago. The idea was there but adapting it took a few geniuses (lets not forget that IBM and Palm used touchscreens for their devices before Apple made touch screen popular) to take a chance. People had silly reasons to resist touch - my dirty hands would spoil it; it's not user-friendly; etc,. and people will find silly reasons to resist gesture. But there's a chance it may replace touchscreens altogether, and that world provides amazing opportunities for marketers.
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