{"id":23912,"date":"2020-03-24T10:46:14","date_gmt":"2020-03-24T10:46:14","guid":{"rendered":"https:\/\/trbocom.wpengine.com\/glossary\/touchpoint-2\/"},"modified":"2020-03-24T10:46:14","modified_gmt":"2020-03-24T10:46:14","slug":"touchpoint-2","status":"publish","type":"glossar","link":"https:\/\/www.trbo.com\/de\/glossary\/touchpoint-2\/","title":{"rendered":"Touchpoint"},"content":{"rendered":"<p class=\"p1\"><span class=\"s1\">A touchpoint is the moment at which users or customers come into contact with a company.\u00a0 This can occur both online and offline.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\"><strong>Examples of touchpoints<\/strong><\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\"><strong>Offline<\/strong><\/span><\/p>\n<ul class=\"ul1\">\n<li class=\"li1\"><span class=\"s1\">Print ads or outdoor advertising<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Editorial reporting (print)<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Trade fairs and events<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">A visit to a store<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Promotions (e.g. flyers)<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">u.v.m.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\"><strong>Online<\/strong><\/span><\/p>\n<ul>\n<li class=\"li1\"><span class=\"s1\">Search engines (<a href=\"https:\/\/trbo.com\/en\/glossary\/search-engine-advertising\" target=\"_blank\" rel=\"noopener noreferrer\">ads<\/a> or organic search results)<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Display advertising<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">E-mail marketing<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Social media<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Apps<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Editorial reporting (online)<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Website\/webshop<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">u.v.m.<\/span><\/li>\n<\/ul>\n<p class=\"p1\"><span class=\"s1\">Marketing often differentiates between direct and indirect touchpoints. Direct touchpoints can be influenced and controlled by the company itself. This includes, for example, the own website, but also <a href=\"https:\/\/trbo.com\/en\/glossary\/search-engine-optimization\" target=\"_blank\" rel=\"noopener noreferrer\">SEO<\/a> and SEA. However, the company has no direct or only limited influence on indirect touchpoints. This is the case, for example, with editorial reporting or customer reviews.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\">Additionally, touchpoints in marketing are categorized according to the so-called EPOMS acronym:<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul class=\"ul1\">\n<li class=\"li1\"><span class=\"s1\"><strong>Earned Touchpoints:<\/strong> Contact points that the company &#8220;earns&#8221; (e.g. ratings and recommendations).<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\"><strong>Paid Touchpoints:<\/strong> Contact points that are paid by the company (e.g. SEA or outdoor advertising).<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\"><strong>Owned Touchpoints:<\/strong> Contact points that the company &#8220;owns&#8221; itself (e.g. its own website or webshop).<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\"><strong>Managed Touchpoints:<\/strong> Contact points that are operated by third parties (e.g. social media channels such as Facebook).<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\"><strong>Shared Touchpoints:<\/strong> Contact points that are shared by the company (e.g. press articles or product\/explanatory videos).<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\">In marketing, touchpoints are used to influence the <a href=\"https:\/\/trbo.com\/en\/glossary\/customer-journey\" target=\"_blank\" rel=\"noopener noreferrer\">customer journey<\/a>. If the customer has a positive experience with the company at various contact points, he will have a positive attitude towards it and will be more likely to make a purchase. It is important to be aware of all possible touchpoints on the customer journey and to keep the <a href=\"https:\/\/trbo.com\/en\/glossary\/user-experience\" target=\"_blank\" rel=\"noopener noreferrer\">user experience<\/a> as smooth as possible.<\/span><\/p>","protected":false},"template":"","resource_original_language":[711],"class_list":["post-23912","glossar","type-glossar","status-publish","hentry","resource_original_language-en-original"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Glossary: Touchpoint | trbo<\/title>\n<meta name=\"description\" content=\"This glossary explains important online marketing terms. 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