At a glance
- Asset type: Whitepaper & Quote
- Published: 11th November 2013
- Source: Internet World Business
- Language: DE original. EN summary and Q&A.
- Topics: Multi-touch media, interactive surfaces, mobile-first media, data-driven marketing, adaptive marketing, real-time relevance
Publication details
This perspective argues that the “future of media” is not media collapse. It is a shift in interaction and expectation. As consumers adopt content across every screen, they increasingly expect seamless experiences across devices and platforms. The paper frames three connected evolutions: media becomes multi-touch as interactive surfaces and new interfaces proliferate. Media becomes mobile as creation and delivery move toward smartphones and context-aware usage. Media becomes data-minded as marketers focus less on collecting data and more on connecting the right signals to deliver relevant value. The marketing implication is “adaptive marketing”. Always on activity that learns, adjusts, and identifies moments of influence where a person is most receptive to a message, while keeping consumer value at the center.
Publisher excerpt (German)
„Fenster, Bildschirme, Spiegel und Tischoberflächen wandeln sich von eindimensionalen Gegenständen in anspruchsvolle, interaktive Oberflächen, die uns mit Informationen in Echtzeit versorgen“, bestätigt Sunil Bahl, Digital Strategist bei Mindshare Germany. „Nur durch das Antippen der Oberfläche treten wir mit der ganzen Welt in Verbindung.“
Publisher excerpt (English translation)
“Windows, screens, mirrors and tabletop surfaces are transforming from one-dimensional objects into sophisticated, interactive surfaces that provide us with information in real time,” confirms Sunil Bahl, Digital Strategist at Mindshare Germany. “Only by tapping the surface do we connect with the entire world.”
Key questions. Clear answers.
What does “media becomes multi-touch” mean?
“Media becomes multi-touch” means interaction moves beyond clicking and scrolling into touch-based and surface-based interfaces. Content and utility blend, so people can access information through everyday objects like screens, tables, and other interactive surfaces.
Why does mobile change media planning and content design?
Mobile changes media because consumption happens in short, contextual moments and across many device types. Teams need to design for phones as the default, and ensure experiences remain consistent as people switch screens.
What does “data-minded” mean in this POV?
Being data-minded means the hardest part is not collecting more data. It is selecting the right signals and connecting them to decisions. The goal is better relevance and usefulness, not more tracking for its own sake.
What is “adaptive marketing” in plain terms?
Adaptive marketing is always on marketing that learns and adjusts in real time as conditions and behavior change. It focuses on delivering the right message, in the right moment, with value that feels helpful rather than intrusive.
What is a “moment of influence” and why does it matter?
A moment of influence is a situation where someone is especially receptive and more likely to act, because context and need align. In this POV, identifying those moments is how relevance is earned and performance improves.
How should teams use context signals responsibly?
Use context only when it creates clear consumer benefit and is communicated transparently. Practical safeguards include minimizing data, favoring aggregated insights, and designing interactions that keep the user in control.