Touch Points

Rapid development and convergence of technology makes it possible to give ‘more’ with ‘less’, and do so ‘faster’. Multi point marketing, previously understood as a visibility and salience tool, is now more about engagement and involvement because of technology and new media. Transcending its role as an enabler, technology is now the driver of experience.
There are social and economic changes , new opportunities, rapidly changing lifestyles, and increasing the pace of life more than ever before. Our ‘on the go’ lives are powered by technology and fueled by marketers, this culture is an ideal stage for real time multi point marketing. Modern lives have turned into a series of short lived experiences, filled with easy accessibility and constant multiple sensorial stimuli: a perfect opportunity for marketers. Like I said in one of my earlier articles, even before consumers have juiced out emotional richness of one experience, they are on to the next.
In the past, the depth of an experience arose from the amount of time spent immersed in that experience. Now, depth comes from multi point engagement.
There is more width and less depth to the consumer’s life today. As a result, today the memory banks are wired differently; depth of an experience will come from width and frequency.

It’s only now that 360 degree marketing approach will reach its full potential. Thanks to availability of real time multiple mediums that create an experience for the consumer, and the pace of life that compels consumers to interact with this media constantly.
To market successfully, the Brand must not come from outside but needs to weave itself into the consumer’s life; each ‘unit’ of the ‘whole’ message has to flow seamlessly to the next unit of the message: a feat that is most effectively delivered through a multi touch point approach.
Simulating and converging experiences is what consumers are looking for and technology is a willing host!