TOUCHPOINTS

• Same criteria 2 different countries: Large business in the business and industrial industry in the US and France.

How digital touchpoints differ from one country to another? In the US market the digital marketing channels has a strong impact before the impact, touchpoints such as generic paid search, sisplay click and organic search are very strong. In france the case is similar, however, the referrals and the brand paid search are more likely in the middle of the path instead of the beginning as in the US.

• Same country, different industries: Large business in the food and drink industry in France & Large business in the arts and enterteinment industry in France.

In the food and drink industry in France the digital marketing channels have no influence at the beginning, that means that the consumer doesn't have a reseach when he is interested to buy something, however, these channels at the middle and at the end of the path has a strong influence in the purchase and are determiners to do it. In the case of arts and enterteinment, the digital channels has a stronger influence at the end of the path, touchpoints such as email or referrals are very specific to determine the purchase.

How many touchpoints does a typical hotel use to convert looker into bookers? 

A typical hotel should use 5 touchpoints at least.

Which touchpoints do you think are most important for a hotel to employ and why?

1.- Touchpoint to make a reservation

2.- Touchpoint to make the check-in before the arrival

3.- Touchpoint with access to all the services of the hotel (taxi, restaurant, room-service, spaces)

4.- Touchpoint for social network of the hotel

Image of example:

How many screen devices can people use in the decision journey?

Mobile, laptop, tablet, PC