Billions. That is how many moments brands now have in order to connect with people. And every moment can potentially change attitudes and behaviour, positively or negatively. These experiences are linked to touchpoints – those moments when people engage with and are exposed to a brand, whether in the form of a TV ad, a billboard, a shop display, or retailer site.
For years, finding 'the right touchpoint' for a brand has focused primarily on reach. However, it is becoming increasingly clear that different touchpoints play different roles and support brand equity and conversion in different ways, even when they...