Today more than ever before, digital touchpoints are of crucial importance for companies. They are the interfaces where customers interact with a brand and shape their experience through numerous digital interactions. The digital world offers countless opportunities to reach customers, and the way companies utilise these touchpoints can make or break a business.
What are digital touchpoints?
Digital touchpoints are the points along the customer journey at which customers come into contact with a company. These include social media platforms, websites, email marketing and online advertising. These interactions can make_the difference as to whether a customer buys a product or not.
One example of this is the use of social media. Platforms such as Instagram, Facebook and LinkedIn offer companies the opportunity to interact with customers in real time and build a relationship. Up-to-date and entertaining content can help customers to find out more about a company[2][8].
Digital touchpoints in practice
Successful marketing requires all types of digital touchpoints to be utilised strategically. This includes
- Owned touchpointsOwn media such as shops, landing pages and blogs offer companies control over content and design[1].
- Paid touchpointsPaid adverts in search engines or social media can significantly increase reach[2].
- Shared touchpointsForums or shared posts on social media allow interaction with customers in a collaborative environment[2].
One example of owned touchpoints is the optimisation of a company website. This can be designed using A/B tests to find the most user-friendly version and increase the conversion rate[8].
BEST PRACTICE with one customer (name hidden due to NDA contract)A company from the fashion industry has successfully strengthened its social media presence by combining paid and owned touchpoints. Through regular posts and interactive campaigns, it was not only able to increase brand awareness, but also increase online sales by 20 %.
Digital touchpoints and customer journey
The customer journey encompasses all interactions that a customer has with a company, from the first contact to the purchase and beyond. Digital touchpoints play a decisive role here, as they often convey the first impression and can influence the decision to make a purchase[4].
Another example of the importance of digital touchpoints is the use of QR codes on products. These form a physical link to digital content, such as product videos or recipes, and enable companies to continue to reach customers even after they have made a purchase[2].
Optimisation of digital touchpoints
In order to maximise the effectiveness of digital touchpoints, companies should continuously analyse and adapt them. Analytics tools can help to measure the performance of digital channels and optimise them in a targeted manner[5].
A company can not only retain existing customers through regular email campaigns, but also attract new customers. Personalised emails based on customer behaviour data can significantly increase the open rate and conversion rates[3].
iROI-Coaching supports companies in analysing and optimising their digital touchpoints. Customised strategies enable these companies to reach their customers effectively and successfully shape the customer journey.
My analysis
Overall, digital touchpoints are a central component of modern marketing strategies. They offer companies the opportunity to reach customers via various channels and strengthen their brand awareness. By optimising these touchpoints in a targeted manner, companies can strengthen their customer relationships and build effective long-term relationships.
Further links from the text above:
Forty Four: Digital touchpoints
Marketinginstitut: Digital touchpoints explained
Indeed: Touch Point Marketing
Qualtrics: Customer Journey Touchpoints
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