Customer journey and touchpoints - crucial elements of the communication strategy
The customer journey and its touchpoints _
"Customer journey" is a marketing term that describes the individual cycles that a customer goes through before deciding to purchase a product. All relevant touchpoints are taken into account here. This also includes forums and customer reviews that are independent of the company, over which it has no influence and which customers can access, and the customer journey has changed significantly as a result of digitalization and has become more important. Online presence is subject to strong competition. Only the first five hits of a Google search are usually relevant for customers searching on the internet. Another point is that advertising that appears on the internet is often perceived as annoying. Especially when it is placed in areas that the recipient perceives as private. This is where traditional advertising in the form of banners and other overlays comes to the fore.
Today, new concepts for the customer journey are in demand. Nowadays, the customer journey often begins with a short film, a story, an entertaining article or a specialist article. In cycles, the customer is then brought closer and closer to the product at the relevant customer touch point and informed - until the purchase decision is made.The customer journey is a decisive element of the strategy and, like all other measures, must be tailored to the target group. With the new possibilities of the Internet - the ever-wider data highways - films or even interactive films are often the starting point of a successful customer journey. Here, platforms such as YouTube can also be used sensibly and efficiently in B2B for an additional viral effect.
If you act skillfully and manage to walk the tightrope between entertainment and advertising in a likeable, winning and engaging way, you and your product have a good chance of sticking and making a good impression.
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Touchpoints - where B-to-B communication meets the target group
In marketing, "touchpoint" or "point of contact" refers to the points at which a company, brand or product comes into contact with customers, suppliers or employees. Depending on the perspective, they are also called "corporate touchpoint" (interface to the company), "brand touchpoint" (interface to the brand) or "customer touchpoint" (interface to the customer). Touchpoints exist in B2B and B2C.
Touchpoints are situations in which the customer comes into contact with the company, product or service. They are therefore particularly well suited to changing or consolidating the customer's impression of the company, product or service, and the situations vary depending on the touchpoint. A customer will have different expectations and interests at a trade fair than during a personal telephone call, for example. They will therefore be receptive to certain information and messages and less so to others, so it is important to make the individual touchpoint as transparent as possible from the customer's point of view in order to predict their motivation and receptiveness.
Touchpoints have also multiplied due to the digitalization of the internet. They can take place on the various social media platforms, but also on YouTube and other entertaining formats. But here, too, the situations are different. If I want to watch a movie, I don't want to read a book. If I'm looking for an apartment, I don't need a car, etc.Touchpoints are therefore particularly important because the company or product comes into direct contact with the customer through them. They therefore hold a lot of potential, and if you don't think about them, you are wasting your best chances.
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Christopher Mohr & Moritz Blank
Christopher Mohr
0711 72847-15
c.mohr@diegruppe.de
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Moritz Blank
0711 72847-30
m.blank@diegruppe.de
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