TouchCommerce Launches TouchMedia to Infuse Personalized Engagement into Traditional Advertising

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New omni-channel solution integrates broadcast and print advertising with instantly accessible live chat and personalized self-service options to improve conversion and advertising attribution

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'TouchMedia is not only an integral component of our omni-channel strategy but also aligns with our vision to move direct engagement capabilities upstream in the customer journey,' said Bernard Louvat, president and CEO of TouchCommerce.

TouchCommerce, the innovative leader in omni-channel engagement solutions for market leading brands, announced today its newest solution, TouchMedia, which enables large advertisers to transform their brand's media message into a rich, interactive conversation using personalized engagement tools. Designed to boost conversion and improve advertising attribution, TouchMedia provides brands with a means to seamlessly integrate live chat and personalized self-service options into their advertising efforts. Through its innovative use of SMS, QR codes and audio identification mobile apps, TouchMedia allows shoppers to instantly interact with brands on any media property outside of the brand's controlled environment, thereby enhancing the omni-channel shopping experience. Initially, TouchMedia will focus on increasing engagement and conversion for brands through traditional advertising platforms, such as television, radio, print publications, billboards, classified ads and similar. TouchMedia will also address the online advertising segment at a later date.

"TouchMedia is not only an integral component of our omni-channel strategy but also aligns with our vision to move direct engagement capabilities upstream in the customer journey," said Bernard Louvat, president and CEO of TouchCommerce. "With TouchMedia, we enable consumers who want to learn more about an advertised product or service to start a personalized conversation with a brand on their smartphone. Every offline ad can now have a powerful call to action and cost-effective way to immerse offline ad viewers into a personalized and self service digital experience."

Attribution and ROI challenges in traditional advertising have long plagued the industry. Advertisers hope broadcast audiences and print readers will take action and connect either offline or online, but typically identifying specific traffic sources, not to mention cross-media tracking, continues to be an elusive effort. What has changed over recent years is the emergence of the mobile device as an ever-present companion for the consumer. According to Nielsen, 85 percent of smartphone / tablet owners are using mobile devices while watching a television program. This "second screen" effect is the key to greater transparency and improved conversion in the advertising industry, and this concept is the underlying foundation for TouchMedia.

TouchMedia enables companies to offer a direct response and faster call to action for its target users by linking an offline advertising campaign, whether on television, radio, or print (newspapers, magazines, classifieds, billboards), to a digital engagement experience. TouchMedia allows the consumer to:

  • SMS a keyword to a short code or phone number, and receive back a link that opens a live chat session or other personalized customer engagement-enabled web page
  • Scan a QR code on a print ad and be redirected to a live chat session or other personalized customer engagement-enabled web page
  • Use an audio identification app (e.g., “Shazam”) on a television or radio ad and be redirected to a live chat session or other personalized customer engagement-enabled page

On the back-end, the TouchCommerce RightTouch platform then uses product information, prior browsing behavior (when available) and the company's patented web-based customer interface to present personalized content, either through the live chat session or an automated engagement tool, such as a mobile guide. If routed to a live expert, this information is sent to the agent at the start of the chat session. In addition to answering questions, the chat agent can provide the shopper with rich content, such as videos, coupons, guides, and surveys, as well as details about their local retail location, and more.

"Brands constantly seek new ways to prove and increase advertising budget ROI while gaining more precise attribution insights that show direct value from advertising efforts," said Jerry Rackley, chief analyst at global marketing research and advisory firm, Demand Metric. "Today's environment is omni-channel, and there is a pressing need to introduce more cross-device solutions and strategies alongside the customer journey. Solution providers with proven mechanisms for customer engagement and conversion, along with the expertise and ambition to build a network of evangelists within the advertising and CRM agency ecosystem, have a tremendous opportunity to dominate this market."

TouchMedia is now commercially available. For more information, please visit http://www.touchcommerce.com/touchmedia or text "CHAT" to +1-818-237-4977 for more information.

About TouchCommerce:
Founded in 1999, TouchCommerce delivers results for market-leading brands with award-winning innovative online engagement solutions that enhance customer experience, increase revenue and reduce support costs while using real-time customer data analytics. For more information, please visit http://www.touchcommerce.com. Connect with TouchCommerce on Twitter (@touchcommerce) and LinkedIn.

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Natasha Grach
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