Christian Leborg
Touch wood

Digital devices

Every digital device has its own unique interface and functionality.

What are different digital brand touch points? Digital brand touch points can be categorised as computer devices, input devices, output devices and storage devices. All of these devices and their interfaces will generate an experience for the user that may be pleasant, unpleasant or forgettable.

Why are companies increasingly using digital media for branding? The digital tools may provide users with better, faster access to information and products and services and interaction with people. Companies have the opportunity to make offerings that align with the contexts of location, network, activity and behaviour. Different digital devices may fit the different contexts.

How do organisations brand through digital devices? Corporations are executing more of the customer buying and consuming journey through digital channels that inform, interact or entertain the user as well as take care of the transaction. The user prefers digital media devices because it allows her to decide what, when and where she pulls value from the interaction rather than having something pushed on her.

“It's hard to find things that won't sell online.” – Jeff Bezos, founder, Amazon

When does the public interact with interfaces? For better or for worse, digital devices have become a part of nearly every situations of the lives of people in developed countries. Marketers and brand owners need to make relevant interactions in those situations. The most profound implication is that people tend to reject intrusive, demanding advertising and instead choose interesting and entertaining content.

Who are the major players in digital marketing and branding? General users have more power over their media consumption and use it to be guided by their interest rather than being interrupted by the priorities of the media owner. Technology has made it easier for anyone to publish content, so that any type of business can, and in increasing numbers does, choose to be a publisher to find an audience.

Where are people interacting with their digital devices? Situation and need regulate the behaviour of users as to where they choose to interact with a digital device. Companies that want to communicate with an audience need to think of people’s values, personalities and behaviour rather than their demographics. The in-built aspect of the "Internet of Things" soon makes it impossible to have any interaction with any object without it being a digital device.

Because of digital devices, several professions within my line of work don’t exist anymore.

Has your professional life changed because of digital devices?

Christian Leborg

Christian Leborg

Christian Leborg is a visual communicator and branding consultant. He specialises in building brand strategies and brand identities. Christian has worked with several specializations within visual communication as well as teaching and being an author. Christian now works on his third stint as an entrepreneur.