Marketing Optimization and Touchpoint Effectiveness
Issue: You need to improve your marketing to drive more customers, more cost effectively, to our organization.
Simply put, effective marketing programs and touchpoints of all types move customers closer to your organization. Ineffective touchpoints push customers away. As a result, touchpoint performance is critical to the quality, effectiveness and profitability of your marketing strategy, as well as your relationships with prospects and customers.
What if:
- An ineffective or redundant touchpoint costs your company millions of dollars in wasted marketing or sales investments?
- You could see which touchpoints are most affecting customer loyalty—either positively or negatively?
- Adding a single touchpoint could address a previously unknown customer need, and significantly increase key loyalty metrics?
- Re-prioritizing your marketing mix lets you reduce cost AND do a better job controlling the touchpoints that influence customer experience?
Approach: By identifying, measuring and improving your pre-purchase touchpoints, marketing research can show you how to drive significant improvements across your business.
For most organizations, between hundreds and thousands of individual touchpoints exist—planned and unplanned, positive and negative, controlled and uncontrolled. By looking at marketing strategy and effectiveness through the lens of touchpoints, you'll see which work, which don't, and how your investments align with what influences customer actions and business results.
