Haptic promotional products are becoming digital interfaces: NFC, sensors, and AR are on the rise. By 2030, 75 percent of all new consumer goods will contain sensors.
Digital campaigns are fast, targeted, and measurable. At the same time, numerous studies show that their impact is often short-lived—because consumers are exposed to hundreds of messages every day, the half-life of attention has dropped significantly [1]. For brands, this means that a purely digital presence is often not enough to build long-term recall.
How Haptics Strengthen Memory
Haptic elements can help here—and this is rooted in how human memory works: it does not store isolated facts, but interconnected associations that are activated through sensory impressions [2]. Haptic advertising can trigger multiple sensory impressions at once. Such multisensory stimuli are processed more deeply and therefore remain in memory longer than purely visual messages [3]. This can directly influence purchasing behavior, as engaging multiple senses deepens emotional brand experiences, increasing attachment and willingness to buy [4].
Haptic and digital marketing do not have to be mutually exclusive; on the contrary, they can reinforce each other. This connection reaches its full potential when a physical promotional product is deliberately linked to digital experiences. In this way, the strengths of haptic elements can be optimally combined with the measurability and personalization of digital channels. Through this integration, messages remain sustainably memorable instead of merely flaring up briefly.
The Digital Dimension: The Smart Promotional Product
Even today, there are numerous promotional products that combine haptic brand presence with digital functions. With smart integration, everyday items can be transformed into interactive touchpoints that extend brand messages and measurably expand campaigns.
A high-quality ballpoint pen that feels good in the hand and is made from a brand-typical material has a positive subconscious effect on brand perception [5]. If this pen is equipped with an integrated NFC chip, it can take users directly to a landing page—for example, to a personalized campaign or a sweepstakes. The haptic product remains in daily use as an everyday object, while the digital content creates occasions for interaction and extends the lifespan of the brand message.
A promotional T-shirt made from high-quality fabric anchors a brand haptically and visually. Embedded sensors can capture movement data and evaluate it via an app. This allows the T-shirt to be integrated into a digital campaign—for example, in the form of a fitness or sports challenge. Repeated everyday use keeps the brand physically present, while the digital functions continuously create incentives for further interactions and significantly extend the period of use of the promotional product.
From Product to Smart Interface
This integration of haptic and digital elements will continue to evolve. Management and strategy consultancy Deloitte [6] expects that by 2030, three quarters of all new consumer goods will contain at least one sensor. In the future, promotional products will react to their environment in real time, adapt to usage contexts, and become part of connected service ecosystems. Augmented reality, digital twins, and AI-driven personalization could enrich physical products with extended content and automatically deliver personalized offers. The boundary between product and platform will blur—promotional products will become learning interfaces between brand and human.
Conclusion: Setting the Course Now
The combination of haptic and digital elements is still in its early stages, but a clear trend is emerging—physical and digital brand experiences will increasingly merge. Companies should examine which products can be meaningfully enhanced and how added value for target groups can be demonstrated. Clearly defined pilot projects help make potentials and limitations visible.
[1] Deloitte 2023
[1] Alaparthi 2024
[2] among others Anderson, 1983
[3] Krishna, 2012
[4] Lindstrom (2005) and Hultén (2011)
[5] Gallace & Spence, 2011
[6] Deloitte 2023
Steven Baumgaertner
Source: Smarte Werbeartikel als digitale Touchpoints
Image: © freepik / pch.vector
