It is very clear that in society today companies strategically use marketing to engage you and I, their target audiences.
However, how much control do they really have over us?
Touchpoints, as outlined by Daria Kelly Uhlig provide us with insight over how effective a company’s marketing is.
These touchpoints vary across platforms and often engage consumers through saturations across the market. However, not all touchpoints are “brand-owned” (Bakhtieva, 2017) as the power of the digital age has allowed consumers to hold a strong influence over companies, thus, creating our own touchpoints through actively choosing to wear certain brands or post reviews about certain products, which leads to an increased consumer buying power.
As much as companies such as Apple and Nike and Sephora try to continually promote their brands and products to the public, they are losing control over this now more than ever.
Think about the last piece of technology that you purchased, was it because of your direct experience with the company that makes/ sells the product or was it from previous experiences with that brand yourself, or even a recommendation from a friend or other third party such as a review by a YouTube influencer such as Alfie Deyes or Jeffree Star.
It is these external influences which companies need to focus on understanding as they form a significant part of the overall customer journey. However, a significant implication from this is that brands can no longer solely dictate how the customers journey ends as much as they could before, as a direct result of the sheer amount of information present online for consumers to analyse.
Have you ever purchased a product or service based largely from another person’s recommendation instead of as a result of the companies direct marketing tactics?
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Bakhtieva, E. (2017). B2B digital marketing strategy: a framework for assessing digital touchpoints and increasing customer loyalty based on Austrian companies from heating, ventilation and air conditioning industry. Oeconomia Copernicana, 8(3). doi: 10.24136/oc.v8i3.29