Over the last few days I’ve met with two really smart Joshes. Okay, one Josh and one Joshua. Both gentlemen live and work in digital and media realms and both were nice enough to hear about “Twitch Point Planning.” A twitch is a media moment during which a user leaves one media or device for another in search of more information or richer clarification. Twitch Point Planning attempts to intercept them at these moments and put in their way some branded value, moving them user closer to a sale. Of course, it must be done elegantly and with a contributory vibe.
The two Joshes told me it’s time to get out of theory land and into practice land. Advice I’ve been giving to marketers for years. There is talk and there are deeds and only the latter create true muscle memory for consumers.
Since these two gentlemen are digital natives and work in marketing worlds catalyzed by big data, they’re also looking for evidentiary data. “65% of TV watchers who twitch to a retail site on Foursquare buy from its brick and mortar store within 4 days” kind of stuff.
Okay, I preach it but have failed to practice it. Shame on me. Off to practice. Off to data point. Thank your Josh. Thank you Joshua.