How to understand the growing range of consumer touchpoints

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...

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