After a long time working as a Business developper for a new concept concierge company I am back in this blog. Ready to validate my last year in MBA luxury and hospitality management major and explore digital fluency course.
Today we will see how the digital touchpoint can be different from country to country but also according to industries sector.
But what is Touchpoint ?
Touchpoint (also touch point, contact point, point of contact) is business jargon for any encounter where customers and business engage to exchange information, provide service, or handle transactions.
For this, I used thinkwithgoogle where I Choose first one industry, a business size and 2 region to see how digital marketing channels influence a typical buyer before the sale. Then I choose the same region to make a comparaison with 2 differente industries. After screenshot it we can, at least says that Channels to the left tend to play an early and assisting role in the typical sale. Channels to the right are more likely to be the last interaction before a purchase.
Customer journey in travel industy through Brazil and US
here for both Display Click helps customers gain awareness. Then In the middle, same thing creates desire and boosts interest.
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The different is visibale acoording to the moment it interact first for the consumer for american its more concentrate in the same area before the direct channel which help to seal the deal for both.
Similarity can be explain by the culture even its not the same country it still same mainland
Customer journey in France for hobbies&leisure industry and beauty&fitness industry
Here it start with display click whereas social for beauty and fitness industry which comes just after in hobbies & leisure industry. In the middle, we have referal then email to finish with generic and organic search. Brand paid search and display help to seal the deal.
In beauty and fitness industry they only have display to seal the deal whereas all touch point is concentrate in the middle and create the interesst for the customer though a brand.
According to all of these, typical hotel use all of this touchpoint presented depending to the customer. The most important for hotel to employ on my mind is social and display click because of:
- Visibility
- References
- updatable informations
- shareable informations or resquest
Nowaday we are all connected, smartphone, TV, laptop all of these are a screens to conduct our customers journey...
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