An organization’s digital touchpoints refer to the electronic interaction between a brand and its consumers at any stage of the customer journey. They are the points of engagement with your website, online ads, search engine results, social media, email communication, and more – and typically happen through devices like computers, tablets, and mobile phones.
So, why are they important to your brand? With more and more people relying on their computers and phones for information, it’s paramount that your brand engages through the right digital avenues, with the right people, at the right time.
Focus on these cornerstone touchpoints to deliver the most value:
This is usually the first place your audience will go when researching your brand. Make sure content is current and functionality is top-notch. Web optimization and responsiveness are imperative for smooth navigation. Consider more detail here: Smart Web Enhancements Versus a Website Redesign for the Win
Everyday email communication is the most common electronic touch. This can be plaintext from your email client (Gmail, Outlook, etc.), OFT templates, HTML email campaigns, or e-newsletters. It can be a personal and direct line of communication, or it can be a general and brand-centric touch. Scheduled and consistent emails keep you top of mind, and robust automation processes enable smart reach on your behalf. See how here: Get Results with Purposeful Email Content
Presence on social channels offers a glimpse into a brand’s personality, interests, and happenings. Maintaining an active account on the most necessary platforms to increase brand awareness will help deliver the best experience. Consider refreshing cover images and bios to remain current, regularly schedule content to sustain activity, and invest time in platforms aligned with your objectives for the biggest reward. Using your brand’s voice and tone to engage your audience will promote meaningful connectivity. Some additional perspective and advice here: Strong Graphics Are an Influential Part of Your Social Media Strategy
Every digital connection makes an impression, emphasizing the need to have a well-structured digital strategy. Analyze existing touchpoints, look to leading brands to see how different systems work, and utilize feedback from your audience to improve your digital presence.
Successfully marketing your brand in the online world can be fruitful, fun, and easy with the right plan. Taking time to structure your effort will yield positive results.
Aedieno is a boutique creative agency. For digital strategies and world-class electronic deliverables, please contact us.