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The lines between analog and digital activation are blurring with the increasingly interconnected customer experience physical and digital touchpoints. While customers stroll through a brick-and-mortar store and read point-of-sale material, they could be simultaneously comparing prices and checking reviews on their mobile phones. For customers, there is little regard for the medium through which the brand delivers the experience.

Consumers increasingly expect more from today’s brands, and the implications of falling from the top spots in a category can be substantial. Beyond merely transacting, brands need to form an emotional connection with customers. Technological advances in general—and the internet and social media in particular—have made it easier than ever for brands to form meaningful relationships with customers.