How to understand the growing range of consumer touchpoints

Matthew Heath

Marketers need to understand and combine all channels through which consumers experience brands, and not merely focus on traditional media, as audience and media fragmentation are increasingly interlinked..

How to understand the growing range of consumer touchpoints

Matthew Heath

We all knowx and appreciate the well-worn arguments about just how tough it is to understand and blend the multiplicity of channels now available to us in our attempts to reach and engage brand audiences. I use the word 'channels' carefully. The concept of 'channels' seems broader than what we commonly term 'media'; indeed it takes us somewhere far, far beyond what we used to regard as the holy trinity of the 'media mix' – television, print and radio. Consumers would still largely describe these three as media, whereas...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands