The final Q&A with Matt Carinio, Sr. Business Analyst at LEVEL, asks who and how.

Question: Apps are just one of the big trends being driven by emerging devices and new user interfaces. Technologies facilitating gesture-based navigation, 3D, location-aware context are also important pieces. Looking ahead, what should brands be doing to identify the types of experiences users will expect in the next 3 years? How should they integrate them into their current roadmap?

Matt:  Brands need to hire good agencies that have the expertise and thought leadership in these area as well as their best interests.  The value of an agency’s strategic service offering is to understand a client’s business goals, objectives, and challenges while fully understanding the trends in marketing, technology, and consumer behaviors to arrive at insights that will create an integrated experience. Ultimately, there’s no one right answer for all brands. Their roadmaps should include a user/customer centric approach to what they need and a deep understanding of the tools and technologies at the brand’s disposal.  It is not something that brands should feel they need to tackle on their own and it is something that great agency partners, like LEVEL, are always thinking about.