The Touchpoint You Can’t Touch



December 9, 2015

8:50 AM

It’s hard to go through an entire workday without thinking about consumer touchpoints. Don’t get me wrong — the word has earned a justified place in advertising vernacular. A solid marketing strategy takes into account the customer’s journey, his or her path to purchase, and ultimately the instances (points) where a brand will engage (touch) its intended target. And marketing is geared toward that moment of interaction…right people, right place, right time. Every agency I’ve ever worked for is focused on this moment, and they should be. As attention span for these moments continues to shrink to thirty, fifteen and even six seconds, the impetus to be remarkable becomes even more important. Agencies rally around the work, show how they’ve moved consumers closer to brands, build case studies and (try to) win awards.
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