Touch Points in Marketing - Richart Ruddie

Touch points in multi marketing programs are growing in importance as COVID-19 affects consumers typical behavior. Pre-Covid marketers had more options. The business traveler who sees the ad in the airport, then sees the ad in the magazine on the plane, and then Googles them and is tracked with a pixel and enters the funnel. Today that funnel is changing and touch points adjust just as marketing spend and direction does each year (or in this years case each quarter).

As marketers we have a number of ways to measure the impact of each touch point along the customer journey. Measuring in marketing is difficult as there are so many different ways a customer is touched and how do you attribute just one touch point as the entry way to the funnel? As marketers we need to continually optimize campaigns to get the most value for our investments and measure ROI over the short and long term.

Understanding the benefits and drawbacks of each allows you to have a plan that gets you the insights you need to grow your business in todays climate.

Happy Marketing,

Richart Ruddie