From the course: Marketing Foundations: Customer Decision Journey
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Engage across touch points
From the course: Marketing Foundations: Customer Decision Journey
Engage across touch points
- To engage customers across touch points, the most important thing you need to know is how to choose touch points strategically. That means don't just create a lengthy list of every single touch point and assume that all of those touch points have a role in every customer decision journey. The key to success is to engage customers at touch points that are relevant to them based on their mindset and stage they're in within their decision journey. For example, if a customer wants to find information about your product on your website, focus your resources to develop website content and maybe interactive tools for customers to compare options. Don't waste time creating a print ad and buying magazine space if that's not where your customer wants to find information. This is a customer-centric approach. You're putting the customer first and thinking about where and how they want to interact with your brand. Here's an…
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