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Optimising and connecting customer touch points

Marketing expert Dr. Jeffrey Lant, says that in order to penetrate a consumer’s consciousness with your brand, and to make significant penetration in a given market, you have to make contact with the prospect a minimum of seven times. These seven “touch points” don’t have to be dedicated sales outreach, but refer to the different ways consumers interact with your brand: browsing your mobile site, for example is a touch point, as is receiving a flyer or trawling through your social channels. Although this “Rule of Seven” is not absolute, it gives marketers an idea of the kind of effort and variety it takes to make an impression on a potential customer. With the dawn of the digital age, the numerous channels and devices available for interaction mean that optimising each consumer touch point is more important than ever. It has…