Touch Technology Leapfrogs Hype to Solve Critical Marketing Challenges

Immersive. Innovative. Engaging. You’ve heard all the buzzwords about touch technology. It’s touted as practically the Second Coming. From some descriptions I’ve read it seems like all you need to do is hang a few touchscreens in your retail store or your trade show booth or your dealer showroom and voila, motivated  buyers magically appear, credit card in hand.

Of course, that’s fantasy. Just because someone can tap his way through a store’s website on a lonely kiosk in the corner, or check the directory on a screen mounted to the wall doesn’t mean he’ll develop an emotional connection with a brand -- you know, that all-important connection that compels him to actually buy.

So, why all the fuss about touch tech? Is it simply hype?

From where I stand, the answer is ‘absolutely not.’ Granted, I have a vested interest in that position. After all, I work for a company that sells touch tech. But, even if I didn’t, I’d still believe in its relevance for today’s businesses.

Here’s why.

Humans are tactile creatures who instinctively understand the power of touch. Just think about the last time you held your child’s hand or caressed your lover’s hair. Swoon. The connection was palpable. That experience, even if it lasted just a few seconds, brought you closer. It’s that type of visceral, emotional connection that brands can foster using touch tech.

But, there’s a catch. There’s always a catch.

Touch tech is not a substitute for a sales department, but rather an enhancement.

This is where a lot of businesses fall short. They expect that the tech will do all the work -- attract customers, captivate them, persuade them. They think a touchscreen on a wall is engaging simply because it exists -- that whole Field of Dreams “build it and they will come” philosophy.

That’s the wrong attitude. Yes, touch tech -- whether deployed on a massive video wall or in a personal-sized retail kiosk -- is an incredibly useful, dynamic resource that can help your business hit sales and marketing targets. But, turning the hype surrounding touch into something that actually delivers results demands that you think strategically. Why is touch needed in this situation? How will it improve my customer’s experience? Why is it better than other digital -- or even traditional -- options? What content is most relevant to my target audience? How is it best showcased?

Like that tricked-out treadmill you just had to have because it would transform you from Average Joe to fitness model but now lies dormant under a heap of dirty laundry, touch tech can be a costly mistake if used without clarity and foresight. But, when used masterfully touch tech can contribute toward brand building in a major way. It’s the expertise and vision of the touch vendor -- yup, people like the pros at ViewPoint -- working in sync with the brand, as much as it is the technology itself, that moves the needle.

In upcoming blogs I’ll outline some practical applications for touch tech to meet your most critical business objectives. From trade shows and events to corporate communications to retail merchandising, the well-executed, thoughtfully deployed use of touch tech can help differentiate your organization and energize your brand.

Philip Chila is the Director of ViewPoint Interactive Solutions. A passionate brand champion with a penchant for expensive bourbon and an aversion to marketing hype, he’s committed to helping businesses connect with their customers in compelling and meaningful ways. Reach him at pchila@viewpointtouch.com