Feature fatigue exhausts digital marketers

Gary Yarlin, in his occasional comment column, muses on the increasing number of (unnecessary) digital capabilities that are being built into today's technical products - from mobile phones to cars - and asks whether they are jeopardising usability and consumer's confidence in a brand's basic values.

Feature fatigue exhausts digital marketers

Gary Arlen

When I showed a new report that analyses the feature glut on new high-tech gizmos to a media chum, her response was wise and simple. She described her new mobile phone, with its over-abundance of digital...