From the course: Marketing Foundations: Customer Decision Journey

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Align across touch points

Align across touch points

From the course: Marketing Foundations: Customer Decision Journey

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Align across touch points

- Lots of marketers talk about seamless integration across touch points, but what does that really mean? Here's how I think about it. Imagine all your creative messaging the customers' see, such as videos, social media posts, direct mail, email or brochures. Now imagine that all placed up on a wall. If everything had the exact same look and feel, even if it was relevant and engaging when you first saw the message, what would happen over time? You'd start to tune out. Why? Because you would feel that you already saw and heard that brand's message. So, to align messaging, don't just duplicate the exact same message across touch points. Don't think of your messaging as identical twins. Think of it more as a family resemblance. Kind of like if you put a bunch of pictures of your extended family up on the wall, grandparents, cousins, a sister or brother, children, or maybe even the family pet. That would be a lot more…

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