Even if channel planning holds a poor status of rational/boring activity within the industry, touchpoints are still hazed of a magic mist.
Besides strongly relying on things as they come, we confuse means and ends. We tend to think that mobile contents must be consumed on-the-go or hot content in-the-now. Thanks God, things are a bit more complex.
Messages and channels are not only means, they’re false means.
TV can be engaging (think about great commercials or second screen apps) where mobile can be top down (think about SMS, newsletter or emailing). Luxury brands talks irreverently, private labels adopt premium codes.
We shouldn’t curb our enthusiasm with false categories.
Great creativity happens by using and seeing things differently.