Academic research has long explained human behavior. Unfortunately, most people don't receive detailed instruction in many of these theories.
That said, I want to quickly outline one of the most impactful theories in information systems, but also in consumer behavior, the Technology Acceptance Model, or TAM. This theory, written by Fred Davis in 1989, has become the highly cited paper in academia for understanding why people adopt technology. In a nutshell, it posits that individuals choose to use technology based predominantly on how useful they perceive it to be, as well as how easy it is to use.
Today, the balance between these two factors is rapidly shifting. Thanks to the emergence of intuitive and conversationally designed interfaces, the perceived ease of adaptation to new technology has never been lower. From search engine optimization strategists to marketers, mastering a new technology no longer requires the cognitive burden that something like spreadsheet mastering imposed on the previous generation.
So, what does this shift mean for you, as a digital marketer or a CMO?
Understanding the importance of perceived utility is paramount. If your target audience perceives your product or technology as useful to their lives or jobs, half the adoption battle has been won. However, this is only part of the equation. The technology's perceived ease of use is equally critical—especially in this current era where conversational interfaces are reducing learning curves to almost nil.
Embracing the power of these conversational interfaces is a game-changer for engagement rates. Consumers love convenience and the ability to use a product or technology with minimal effort. By utilizing user-friendly interfaces, you're guaranteeing higher engagement rates. This subsequently leads to greater consumer satisfaction and, most importantly, loyalty.
In conclusion, it's time to think deeper about how you approach technology as a digital marketer. Put yourself in the shoes of your target audience and ask yourself two questions:
1. How useful would they find your product or technology?
2. How easy would it be for them to use it?
Answering these questions will not only help you understand technology adoption better, but it will also guide your product development and marketing strategies. By emphasizing perceived utility and ease of use, you have the potential to dramatically escalate technology adoption rates and, in turn, drive successful business outcomes.
