Today is definitely the day and age of the ‘technology empowered customer’. Whether it is the use of digital technology, the Internet and various other communication devices and means, a customer can:

-· - Make informed purchasing decisions

-· - Read reviews about almost anything under the sun

-· - Have an emotional response to a brand and

-· - Blur the lines between physical and digital worlds.

When it comes to blurring the lines between the physical and digital worlds, there is a lot to be said about interactive products and consumer engagement. Today, augmented reality, touchscreen experience, gesture control displays and even holograms and projections are making their way into enhancing the retail experience in order to connect in a meaningful manner with customers.

Interactive products are all about creating a certain emotional response and reaction in the customer. In fact, it is often said that passionate customers cannot imagine a world without their particular or preferred brand in it. Such interactive products can go a long way in helping a business organization create an online and off-line world which helps them connect with their customers by adopting a 360-° approach.

Interactive products can also empower the customer by giving them knowledge, information and content that is relevant to their requirements. Such empowerment can therefore result in:

-· - knowing about the brand’s story

-· - knowledge on promotions and deals run by business organizations

-· - more meaningful social media interactions

-· - putting the brand as ‘top of the mind recall’ in the customer and

-· - enriching and promoting a fabulous shopping experience.

In fact, such empowerment will also allow the customer or encourage the customer to talk about a particular brand to others. Considering the fact that most people trust opinion leaders rather than brand promotional content to make their purchase decisions, this is an extremely desirable result indeed!

It is also extremely interesting to note that there is a huge range of technologies when it comes to interactive products. Such technologies include:

-· - multi touch displays which can be put up on walls, tables and other surfaces

-· - touch projections which can allure a customer into a multi dimensional world

-· - holograms which do have a touch of magic realism to them and

-· - the ability to be deployed across many platforms including a mobile device.

It is possible to craft and disseminate a unique and effective 360-° digital marketing experience with interactive products. Such interactive products do go a long way in blending the physical and virtual worlds. Tools such as Adobe Experience Manager and many other digital technologies can create an extraordinarily customized store experience for the customer. And by integrating social media marketing strategies, analytics and carefully thought out marketing campaigns, a brand or business organization can certainly enjoy better consumer engagement.

Thus, interactive products are definitely the way of the future and with rich systems of engagement and the ability to go beyond conventional brand-customer relationships, a business organization can indeed look forward to some exciting times ahead. Marketing, branding strategies, customer relationship management and communications never need to be mundane and boring.