As we look back on 2017 and the advances in technology — smart homes and wearables being the most notable — it is worth considering how the future is shaping up following these developments.

Understanding how to intelligently harness mobile technology will give media companies more meaningful information about consumers.
Understanding how to intelligently harness mobile technology will give media companies more meaningful information about consumers.

Smart tech developments are helping consumers become more connected, but the massive amount of clutter and noise from advertising is increasing as well. Brands have just 2.7 seconds to grab a user’s attention, making it increasingly difficult to get through to people. And mobile and connected devices are making this difficulty even more pronounced.

Currently, social interaction is tedious because there is so much noise. As such, brands need to anticipate a consumer’s needs through data analysis.

Wearables are becoming a bigger part of the mobile ecosystem. They have value in healthcare, where tech becomes medical gear and daily patterns can be turned into wellness information when enough of it is gathered. Utilising wearable technology in this way means people now become the consumers rather than physicians being consumers “working on” patients.

This data could also be used by brands to understand consumers’ needs and real-life behaviours rather than limiting them to online signals and assumptions.

As for mobile developments, facial recognition in new tech isn’t significant for unlocking devices; fingerprints work just as well for now. But where this becomes useful is that brands can begin to understand emotions when watching content.

Being able to survey consumers based on their actual facial emotions rather than claimed behaviours or feelings will give brands unprecedented insight to learn from and optimise both creative and marketing strategies.

All in all, the technological developments over the last year are becoming more prevalent every day. As adoption becomes more mainstream, there will be a wealth of data available to brands. Utilising this data in a useful way whilst respecting consumers’ privacy will be an important balance.