MKT 365 Week 2

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Beyond Advertising Chapter 4 Orchestrating Value Creation across All Touchpoints More and More Ways to Connect ● In order to reach, serve, and stay connected with people in comprehensive and effective ways, advertisements scope must go beyond its traditional reach to encompass the entire firm ○ The boundaries between external and internal touchpoints are blurring and will continue to do so ● The future of advertising and communications will move from channeling brand messages to designing and creating valuable consumer-brand interactions ○ They will only be valuable to brands if the brand delivers relevant utility ot enjoyment at the right time, place, and social or physical context to the right people ● Advertisers must target conversations, not individuals ● The more touch points the better ● Location and word of mouth play a strong role in brand preference ○ Make packaging that stands out - makes a touchpoint
● The environment is becoming ambient - meaning we don't have to do anything to be connected, the environment will connect us ● Digital will be a facilitator and an enhancer to our lifestyles Empirical Evidence of the Influence of All Touchpoints ● A diversity of touchpoints drive word of mouth - people talk about a lot more than just traditional media ● Different touch points have more resonance in different product categories A Seamless Experience ● From the customer perspective, touchpoints with a brand or product are not differentiated - it is the seamless experience that matters ● Remove silos between e-commerce and in-store retail ● If people do not get the seamless experience they expect, they leave - or make it clear on social media that the brand does not have a clear message
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