Marketing CH16

Touchpoints & Customer Journey

Customer Journey Steps

Awareness, Consideration, Purchase, Retention/Service, Loyalty.

Customer Journey Steps: Awareness Touchpoints

Word of mouth, PR, Online display, Radio, TV, Print outdoor… Organic research/social media, Billboards, Print ads, Direct mail, In store displays, Demos.

Customer Journey Steps: Consideration Touchpoints

Discounts, Paid content, Email, Websites, Social media, Store/Branch… Search engine optimization (SEO, earn spot over time), Search engine marketing (SEM, pay to appear immediately), Website UI (good looking website), Website UX (ease to evaluate), Chats, Reviews, Popups, Activation, Text, Email.

Customer Journey Steps: Retention/Service Touchpoints

Why buy again/Added benefits after purchase: Customer service, Support

Customer Journey Steps: Loyalty Touchpoints

Spread word/Promote, Review, Buy again.

AIDA

Attention, Interest, Desire, Action.

Match AIDA factors to Customer Journey steps

Attention, Awareness. Interest, Consideration. Desire, Consideration. Action, Purchase.

What is a Touchpoint?

Interactions with brand before, during, and after purchase.

Customer Journey Steps: Purchase Touchpoints

Atmospherics, Augmentation (service with product).

Rule of 7

7 (now 10) touchpoints for exposure before purchase (awareness and consideration steps)

Primary Demand Generation

Gives reason why to buy product. Create demand and distinguish brand against others.

Which AIDA factors match Demand Generation?

Attention, Interest.

Demand Generation: Burger Example

Only brought it out sometimes to create scarcity.

Demand Harvesting + Examples (P, A, R)

Removing obstacles. Price: bundles, price tiering. Availability: digital copies, large suppliers. Risk: trials, influencers.

Which AIDA factors match Demand Harvesting?

Desire, Action (also Loyalty Building).

Marketing Channels

Single Channel, Multi Channel, Omni Channel.

Marketing Channels: Single Channel

One touchpoint. One message to one channel. (Email here and there).

Marketing Channels: Multi Channel

Multiple touchpoints acting independently. Not always same message. (Email, text, promotions… all in different areas).

Marketing Channels: Omni Channel

Experience brand itself. Same message and brand image, multiple channels. Consistent to create familiarity and relationship with brand.