g1sh - Guillermo Torres

Fragmented Experiences

The way that people are interacting with brands has changed in many ways. The customer is moving from passive consumption to active participation, and brands are starting to focus on target users instead of target audience.

Traditionally, businesses were limited to discrete touch points with their customers, most of them through analog media. Nowadays, there is an infinite numbers of ways, both analog and virtual, to engage individuals. A fragmented customer experience would become the norm, and fluidity would be ideal.

“Each encounter no matter how brief is a micro interaction which makes a deposit for withdrawal from our rational and emotional subconscious.  The sum of these interactions and encounters adds up to how we feel about a particular product, brand or service.” –David Armano

These micro interactions that Armano speaks about are particularly relevant for marketing agencies that have to deal with integrated campaigns on a regular basis. In the first half of this decade, an integrated campaign would normally be comprised of print, TV, out of home and digital, where digital means banner ads that drive traffic to a microsite. Nowadays, with the rise of web 2.0 the marketing industry is taking notice of the power of social media. Instead of creating a brochure-like microsite, interactive agencies are going where their customers are, social media websites like MySpace, YouTube or Facebook and letting them interact with the brand.