Asian consumers are increasingly experience marketing in a multichannel way. They research and purchase products online, receive e-newsletters and offers from their favourite brands, and use text messaging almost as often as they talk on the phone. With plenty of good data on each of these communication channels, marketers need a better way to interact with consumers in a more relevant and meaningful way.

Whist it’s fun to use new tools to connect with others. Accessing the information generated by these online relationships to create generate revenue should our aim. But giving this practice a new label and suggesting it’s a fresh concept that has never before been put into practice devalues our past efforts.