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It’s no mystery we live in a high-tech age. Technology continues to reinvent itself and, to use Eric Reis’ phrase,”It’s not a matter of if it can be built, it’s a matter of should it?”

We live in a time where the battle for our attention gets tiring. Every day a new channel, application or social network is launched with a mission to make it “easier or better” for us to consume content of all types.

[pullquote align=”right”]  “It’s not a matter of if it can be built, it’s a matter of should it? – Eric Reis”[/pullquote]

This presents new challenges for companies trying to find, reach and earn the attention of their customers. It’s the first time in the history of commerce that many screens and mediums are in constant use, simultaneously. We’ve already seen the reports of second screen use.

The answer of course, is for businesses to use technology to build high-touch marketing. High-touch marketing focuses on earning the trust and attention of its customers long-term. Customers want to know there are people behind the technology and not just ones and zeros because at the heart of every transaction is trust.

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