Touchpoints play a vital role in the marketing strategy of any business. Properly leveraged, they're the key to taking a customer from the initial awareness stage all the way through to conversion. When you get touchpoints right, you can create customers who are more than loyal. They're obsessed with your brand and what you offer.
The most profound effect on our actions, impact that makes a lasting impression and sets our future selves up to perform the same action again and again, stems from emotions, not logic. Emotions operate on an altogether different playing field than cognitive thinking.
Put simply, they knock it out of the park when it comes to effectiveness in advertising and brand building. Instead of appealing to higher minds, brands are hitting people right in the guts, using ads that invoke emotion and attempt to trigger a specific response. Sound a bit like manipulation? Well, it is. But it works.
There are a number of ways to influence the perception of your company in the public eye. From advertising to marketing to public relations, you have a cornucopia of options before you to solidify your brand and interact with customers. But what's the difference between them all? Read on to find out.
Most brands know that they need to stand out, but when it comes time to execute, many take the safe route. They compete with the market, instead of trying to break out ahead of the curve. But differentiation is one of the most important elements of a successful brand. If you aren’t different, you are dying. To stand out in the sea of sameness, you must differentiate your brand through a seamless choreography of messaging, branding, product offerings, and communications.
For many years, marketing and advertising have used rationality behind their advertising campaigns. After all, it just makes sense. The reasoning is that if you hit people with enough information about features and give them a cool USP (unique selling point), logic will prevail. The consumer will digest all the facts and data, realize your brand offers exactly what they’re looking for, and make a perfectly rational buying decision. Except erm… no. That’s rarely what happens.