TouchPoints: Integrating Digital Marketing Channels
Posted: Mon Dec 23, 2024 8:25 am
I have been asked about Touchpoints in Digital Marketing, here are a few concepts:
1. All digital marketing channels must work together and build on each other.
When planning your marketing strategy, think about how all channels phone number library
can work together vs. planning each channel independently. For example, if you have a Facebook contest, think about how every other touchpoint (digital, offline, physical, etc.) can drive the contest. Even though the contest is on Facebook, every touchpoint should support the same strategy.
It shouldn’t be a “Facebook Contest” – it should be a contest on Facebook supported by all of your marketing touchpoints.
2. Strategies must be connected across channels.
Strategy also needs to connect across channels. Consumers don’t think about channels – they think about their brand or business. Make sure your strategies connect seamlessly across channels. It’s not a campaign with digital added on. Make the campaign come to life organically on each channel.
3. Ideas should use multiple touchpoints.
Every idea can be bigger and better with multiple touchpoints, both digital and traditional. We know that campaigns work best when we connect with consumers on all the channels that are meaningful to them. Studies show that digital campaigns that use multiple digital touchpoints perform better vs. campaigns using just one touchpoint.
4. See your business as a customer.
Think like a customer. They don't see the e-commerce team as being different from sales, which is different from marketing, and different from customer service. They see you as a single organization or brand. Present it to them that way.
5. Consumers do not have a linear path.
We often design interactions as if the consumer has a linear path. The reality is that they don’t. Every consumer has a unique path that leads them to doing business with you. People don’t begin their interaction with your business on your homepage. Design your digital strategy remembering that customers don’t follow an exact A to B to C process.
1. All digital marketing channels must work together and build on each other.
When planning your marketing strategy, think about how all channels phone number library
can work together vs. planning each channel independently. For example, if you have a Facebook contest, think about how every other touchpoint (digital, offline, physical, etc.) can drive the contest. Even though the contest is on Facebook, every touchpoint should support the same strategy.
It shouldn’t be a “Facebook Contest” – it should be a contest on Facebook supported by all of your marketing touchpoints.
2. Strategies must be connected across channels.
Strategy also needs to connect across channels. Consumers don’t think about channels – they think about their brand or business. Make sure your strategies connect seamlessly across channels. It’s not a campaign with digital added on. Make the campaign come to life organically on each channel.
3. Ideas should use multiple touchpoints.
Every idea can be bigger and better with multiple touchpoints, both digital and traditional. We know that campaigns work best when we connect with consumers on all the channels that are meaningful to them. Studies show that digital campaigns that use multiple digital touchpoints perform better vs. campaigns using just one touchpoint.
4. See your business as a customer.
Think like a customer. They don't see the e-commerce team as being different from sales, which is different from marketing, and different from customer service. They see you as a single organization or brand. Present it to them that way.
5. Consumers do not have a linear path.
We often design interactions as if the consumer has a linear path. The reality is that they don’t. Every consumer has a unique path that leads them to doing business with you. People don’t begin their interaction with your business on your homepage. Design your digital strategy remembering that customers don’t follow an exact A to B to C process.