7 hours of interactionIf the customer knows exactly what they want, 7 hours of interaction is not that long. If they don't have a question or need yet, it can take much longer to find and select. Informative blog articles, testimonials, audio content, social media posts, webinars, demonstrations, podcasts and more become key touch points.
- Search engines: Contextual advertising and SEO promotion target consumers who know exactly what they want, are looking for a specific solution and are ready to buy now.
- Retargeting is aimed at users who have already visited the site but have not taken a specific action - they have not bought or ordered anything. Such customers can be "caught up" by placing ads on other websites, in their own ad networks.
- Targeted advertising in social networks: social networks are one of the main sources of traffic today, a place where you can effectively influence the audience and speak to them in the 'same language'.
- SMS and email: this advertising channel allows you to communicate effectively with potential customers by sending personalised offers and loyalty programmes.
- Influencer marketing: media personalities and bloggers create an authentic connection with the audience.
- Offline events: face-to-face interactions help create a deep connection with customers that cannot be achieved through digital channels.
11 TouchpointsTouchpoints are the moments, places and situations when a customer learns something about a company. From a business card and a flickering banner to a commercial offer and promotional material. There are usually more than fifty of them, even for a small and little-known company!
Advertisements, websites, social media posts, newsletters, email blasts, brochures, product demonstrations and more all become critical touch points between the brand/company and the consumer, online and offline.
The touch points can be
- Advertising (TV, offline, online)
- A phone call from a company representative
- Searching, reading and analysing reviews
- An advertisement on a website/magazine
- An email from a brand or personalised newsletter
- Mentioning a product or brand name to a close friend
- Seeing a banner ad in an article