Touchpoint Tracking: turning what we do on its head
Fiona BladesMESH Planning, United Kingdom
“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),...