Why do touchpoints matter?
Today, consumers make decisions influenced by a multitude of channels. While it’s true that specific touchpoints weigh greater importance than others, every PR pit stop uniquely shapes a brand’s identity, establishes its position in the market, and fosters awareness of its products or services.
Digital publications, where news and content are disseminated through online platforms, are the primary target of all PR professionals, serving as the communication epicenter of all things business. On the other hand, blogs allow for in-depth storytelling and personal engagement with readers, stripping all the stiff formalities and connecting with the audience on a granular level that’s equally relatable and informative.
Moreover, forums provide a space for community-driven conversations, where public discussions are raw, unfiltered, and candid. This touchpoint gives audiences a POV through the shared lens — a value brands rarely get from other channels.
Social media reigns supreme in the digital age, facilitating direct and real-time interactions with a global audience. B2B brands also take this opportunity to instill excitement and ferocity in their messaging, similar to how B2C does it.
Other critical touchpoints include newsletters, digital magazines, online media outlets, podcasts, and video platforms — all offering innovative formats for storytelling, combining visual appeal and long-form audio content accessible on-demand.
It starts and ends with the value.
In a sea of communication channels and many touchpoints, one of the biggest challenges every brand faces is standing out in each one. Consumers regularly face a downpour of information, creating a storm of noise left and right. As a result, they filter the junk and eliminate the unnecessary data that comes their way.
Now, it’s essential to understand the headspace of audiences regarding information overload. What do they choose to consume? What do they disregard? What catches their attention? What makes them stop and want to learn more about whatever they’re doing? These questions are imperative for organizations to milk every opportunity at every touchpoint.
It starts and ends with value. Remember, modern audiences are intelligent and efficient. They can read through pretense and discern which content matters and wastes their time. Provide value to reap value — Ensure your messaging captures their attention and lives up to its hype through insightful, high-quality content.
Yes, the jumping point of modern PR is quantity, but quality will enable brands to skyrocket to greater heights and unprecedented territories.