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Digital Customer Touchpoints: Definition & Examples

Digital Customer Touchpoints: Definition & Examples
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  • 0:05 Your First Impression
  • 1:03 What Are Digital Touchpoints?
  • 2:00 Digital Touchpoint Examples
  • 5:07 Lesson Summary
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Lesson Transcript
Instructor: Beth Hendricks

Beth holds a master's degree in integrated marketing communications, and has worked in journalism and marketing throughout her career.

Digital touchpoints allow brands and consumers to connect all along the buyer journey. In this lesson, you'll learn more about what digital touchpoints are and see some examples.

Your First Impression

Which do you think makes the better first impression, a tuxedoed man at a fancy party or a man in blue jeans? How about a person who listens to you or a person who interrupts you? Would you choose a business that responds to customer concerns or one that ignores them? And would you prefer a website that is robust and useful or a website that hasn't been updated in six months?

Making a good first impression is important, whether it's attending an event, making a friend, or representing your brand as the right choice for customers. That's why digital touchpoints are so important. In today's age of technology, a digital introduction to your products or services may be the first interaction a consumer has with your brand. But after that first interaction, digital touchpoints continue to be important along the customer's entire buying journey.

In this lesson, we'll break down the definition of digital touchpoints and look at a few examples.

What Are Digital Touchpoints?

From the time that consumers first learn about your product until they make a purchase and you follow up, every interaction they have with your brand is known as a touchpoint. Specifically, digital touchpoints are those online and mobile interactions where consumers engage with a business. It includes interactions across different devices, from smartphones to mobile tablets, and various channels including social media and websites.

As more people get their information from computers and mobile devices, it's more important than ever that each digital touchpoint gets the attention it deserves to make it the best it can be. Touchpoints influence your consumers' experiences along every point of the customer journey. It can encourage someone to click an ad, read a blog, visit a website, and, ultimately, convert. One wrong move, a missing webpage, an inactive social media account, or a live chat that never gets a response, and you may lose that customer forever.

Digital Touchpoint Examples

Did you know when you comment on a brand's social media post or download a business's app that you're interacting with a digital touchpoint? These points of contact are all around us. Let's take a look at some of these digital touchpoints you need to consider in your own marketing and customer service efforts.

One digital touchpoint is search engine optimization (SEO), which greets consumers as they use a search engine to find information. The better your SEO, such as the quality of your content and relevant keywords, the higher you'll appear in search results. This may be the first place someone spies you. Without proper SEO tactics, your business may be relegated to page two of the search results and, ultimately, never cross the mind of the shopper.

Mobile or standard, your website is another important touchpoint for everything from enticing a customer to read more to allowing them to make a purchase. Today's websites should be easily viewed on a range of devices; otherwise, you risk losing customers who can't or won't navigate your cumbersome site.

Let's not forget about the importance of social media digital touchpoints. Today, connecting with customers has become easier than ever thanks to a bevy of social media platforms, ranging from photo sharing apps like Instagram to real-time streams of information on Twitter. Make sure your social media channels accurately represent your brand image. They may be the first places curious consumers check out or the first place that disgruntled customers go for looking for customer service help.

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