The new big thing in marketing is transmedia — the ability to carry a consistent message from media type to media type. A video on YouTube may be an extended version of a :30 spot from TV, using a music bed and voice over from radio, telling the same story told on an out of home billboard supported by a branded geolocation app on your mobile. It takes planning and is not easy, but for those who do it, it’s tight.
Touchpoints are marketing parlance for places consumers come in contact with the brand. They include all the aforementioned media intersections but extent to packaging, point of sale, customer care and, to an extent, curated community. The goal at the touchpoint level is similar to the goal at the transmedia level: foster positive opinion, create bias toward your product and sell (Foster, Bias and Sales, the name of my next business). This must be done in an organized way that doesn’t create or even begin to create confusion.
Twitchpoints are my new thing. Mapping them and making them work to your brand’s advantage is the goal in a Fast Twitch Media world. Fast Twitch Media is bursty media consumed in small chunks that supports our ADD habits. Texting, Tweeting, hashtags, landing pages, mobile apps, reality TV. When you read something in a magazine and Google it, that’s a twitch. Marketers who can maps and manipulate the fast twitch media behaviors of millennials and the rest of us, will have an advantage. Let’s call it the third “T”. Pah, pah pah Peace!