Why does the iPad shake up engagement?
Today, interactivity should focus on creating engagement: human-to-human and brand to human interaction. The iPad is the first in a new class of device that has significant opportunity to create a new level of engagement. But, it requires us to first understand why the device’s capabilities are a game-changer. Second, we must understand how to shift our thinking about creating content to achieve this new level of engagement.
Create better dialogue.
This class of device allows you to create better dialogue with your audience by decreasing barriers between the user and the content. The nature of the device humanizes the experience. Using gestures from the multi-touch screen create an intuitive and natural interaction while removing the need for distracting hardware and interface controls. In short, you get more picture and less frame.
Enhance and extend your dialogue.
iPad-like devices also enable you to enhance and extend your dialogue. The fluid integration of media allows for enriched content with stronger impact. WiFi and 3G connectivity create flexibility and freedom through access to real-time data. As a result, the user is no longer limited to content that is pre-loaded on the device. Now, you can create direct connections to other off-device digital brand resources for better pull-through and ROI. In addition, the inherent data sharing between apps combined with the connectivity capabilities allows the device to easily transition the dialogue from personal to non-personal resources and facilitate peer-to-peer sharing.
But there are a number of key considerations that brands should keep in mind when approaching new content development for iPad-like devices. The real opportunity lies in developing new content designed with some critical user experience thinking and hardware technical expertise in mind.
A PHI white paper goes deep into advancements in communication with iPad technology and discusses the possible engagement moments the iPad could create for brand along with the important user perspectives and expectations that must be met.
Download the PHI White Paper from the link below.
