INTEGRATED INTERACTION: DESIGNING STRATEGIC TOUCHPOINTS TO IMPROVE THE CROSS-CHANNEL USER EXPERIENCE
Emanuela Ciuffoli
Pages: 93-100
Published: 1 Jan 2013
Views: 53
Abstract: 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.
Keywords: touchpoints, cross-channel, communication, user experience, networked public, brand management, splinternet, integrated interaction
Cite this article: Emanuela Ciuffoli. INTEGRATED INTERACTION: DESIGNING STRATEGIC TOUCHPOINTS TO IMPROVE THE CROSS-CHANNEL USER EXPERIENCE. Journal of International Scientific Publications: Media & Mass Communication 2, 93-100 (2013). https://www.scientific-publications.net/en/article/1002974/
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