A customer touchpoint map highlights anytime a customer may encounter your brand, starting from the creation of brand awareness, through to post purchase brand loyalty. Below outlines a brief explanation of the different stages when a customer might interact with your brand.

When targeting a customer throughout a campaign most companies will likely use a combination of both online and offline touch-points. With this comes many considerations, what will be your initial point of contact? How will you maintain this interest in a potential customers mind to encourage a purchase? How will you gain their loyalty to your brand post purchase?

As we continue to move through the digital era we must take these considerations and turn them into effective strategies, primarily focusing on digital distribution. Which channels you decide to push will be dependent on your target consumer, you must consider where they are most likely to see your promotions for it to be an effective campaign. For example, if they are elderly will social media campaigns be the right choice, or does TV provide a better solution? Then once they have made a purchase, how can you turn that purchase into brand loyalty?

Within the video industry we can enter a customers journey at many points:

  • To introduce your brand and/or products. 
  • To inform a customer more about your brand to encourage them to move from the consideration stage to the purchasing stage. 
  • Post purchase, an instructional video could help them understand the product/service you have provided. 
  • Video can be used to establish loyalty, you should use video to increase engagement with your brand as a whole and encourage the sale of other products/services. 

Video’s don’t just belong on the online side of the map, with TV or electronic billboards also providing very effective ways to introduce a brand and move a customer towards the consideration stage. Every customer touchpoint map will differ depending on the company, however it is always important to keep your marketing communication strategy up to date no matter the industry. That means keeping up with marketing developments and truly understanding your target audience and how they are evolving.

Looking through the many stages that you should be interacting with potential and existing customers, are you using enough video to keep them engaged?

May Sweeney

Marketing Executive