Touchpoint Tracking: turning what we do on its head

Fiona Blades

'Everyone is going to be talking touchpoints as the year progresses.' This was Mark Ritson's prediction in the first edition of Marketing Magazine in 2007.

Touchpoint Tracking: turning what we do on its head

Fiona BladesMESH Planning, United Kingdom

INTRODUCTION

“Everyone is going to be talking touchpoints as the year progresses.” This was Mark Ritson's prediction in the first edition of Marketing Magazine in 2007.

But how is this new focus going to affect the way we track and understand our brands and communications campaigns?

A new generation of research approaches being developed are opening our eyes to a different way of looking at the world and hint at future possibilities. These include IPA TouchPoints (Robinson and Turner, 2007),...

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