“The trend towards ‘tangible advertising’ and ‘full-body marketing strategy’ is in a way also a response to the digital age.” Martin Grunwald, Head of the Leipzig Haptics Laboratory and non-fiction author
While digitization reached the mainstream society and the paper office as well as the analog book were on the brink of extinction, marketing focused on the sense of touch. Strangely enough, it was precisely digitization that sharpened awareness for the omnipresence and importance of the haptic and triggered a “haptics boom.” However, the discovery of the sense of touch can be understood to some extent as a counter movement. The establishment of cuddle groups in big cities, where lonely individuals can recharge through physical contact, makes it clear: Humans strive for “real” contact and increasingly seek real experiences instead of virtual ones. Olaf Hartmann and Sebastian Haupt from the agency touchmore write: “Therefore, it is hardly surprising that parallel to the digitization of our society (‘high tech’), there is also an increasing desire for real encounters and experiences with products and brands (‘high touch’).” It is precisely this “high touch” and its application in marketing that will be the focus in the following. [button color="red" size="medium" link="https://www.saxoprint.de/b2bmanager/e-book-haptisches-marketing/" icon="" target="true"]Download E-Book for free here[/button]
