Touchpoint Marketing Guide

Description

Customers have changed. With digital screens providing access to an ever-growing number of channels, people have a huge spectrum of new, intimate ways of connecting with brands. They can interact and shop any time and on the go. In addition, customers have almost unlimited access to products, product information, and reviews—instantly and at their fingertips, empowering them to talk about brands and voice their opinions
like never before.
Marketing is all about the customer’s experience, and customer engagement is the name
of the game. Because they are always “on,” customers are potentially always addressable,
and campaign management needs to be reimagined for mobility.
But the traditional, linear funnel model doesn’t work anymore, because today’s customer
journey is not as straightforward as it once was. But not only that, personalized campaigns,
which have become mainstream in recent years, are no longer sufficient to reach the
always-on consumer.
On top of that, marketers themselves are changing. Because they, too, are always on
mobile devices and channels, marketing practices must adapt.