Media & Mass Communication, Volume 2, 2013

Резюме: Successful brand strategies rely upon the capability of managing multiple touchpoints on a crosschannel user experience. The pervasivity of networking and the commodification of on-the-go internet connection are constantly transforming the landscape of communication and marketing management, asking for an “everyware” vision to content and service providing. I try to introduce the concept of Integrated Interaction as a tool to challenge the complexity of a cross-channel touchpoints approach. To make the most of this opportunity, organizations must take a holistic approach to addressing the Splinternet and its growing fragmentation. By considering and managing each touchpoint as an operant resource and a value producing event/act, brands can prioritize data, activities and connections. Integrated interaction could be thus explained as an organic mix of strategic and tactical processes combined to deliver a heavily coherent brand experience on a perspective of cross-channel touchpoints.