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 SEO 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.
Additionally, touchpoints in marketing are categorized according to the so-called EPOMS acronym:
Earned Touchpoints: Contact points that the company "earns" (e.g. ratings and recommendations).
Paid Touchpoints: Contact points that are paid by the company (e.g. SEA or outdoor advertising).
Owned Touchpoints: Contact points that the company "owns" itself (e.g. its own website or webshop).
Managed Touchpoints: Contact points that are operated by third parties (e.g. social media channels such as Facebook).
Shared Touchpoints: Contact points that are shared by the company (e.g. press articles or product/explanatory videos).
In marketing, touchpoints are used to influence the customer journey. 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 user experience as smooth as possible.
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