The idea that “one touch” in marketing isn’t enough to see real results stems from various marketing principles and observations about consumer behavior. Here are some reasons why a single marketing touchpoint is often insufficient:
The Rule of Seven:
This is a classic marketing principle which suggests that a prospect needs to “hear” the advertiser’s message at least seven times before they’ll take action to buy that product or service. While the exact number can vary, the core idea is that repeated exposure is essential
Complex Buying Decisions:
For many products and services, the buying decision is not straightforward. It requires research, consideration, and validation. Multiple touchpoints can help guide a potential customer through this decision-making process.
Consumers are bombarded with countless messages every day. It takes repeated exposures for a brand or message to stand out and for consumers to begin trusting that brand or message.
A single exposure may not be enough for a person to remember a product, service, or brand. Multiple touchpoints increase the chances of recall when a purchasing decision arises.
Different Channels, Different Audiences:
People consume information through various channels – TV, radio, online, social media, and more. A multichannel approach ensures that the message reaches the target audience wherever they are.
Depending on when and where consumers encounter marketing messages, they might be in different states of mind. Multiple touchpoints allow for messages to reach consumers in different contexts and emotional states.
Each time a potential customer encounters a brand or message, it reinforces the previous message and strengthens brand recognition and recall.
In most markets, businesses face stiff competition. One touchpoint might be drowned out by the noise of competing messages. Repeated touchpoints can help a brand remain top-of-mind for consumers.
Addressing Different Pain Points:
Different messages can address different needs, benefits, or pain points. Multiple touchpoints allow a brand to highlight various aspects of a product or service, catering to a broader audience.
Engagement and Interaction:
Modern marketing is not just about broadcasting a message. It’s about engaging with consumers. Multiple touchpoints allow for varied types of interaction, from watching an ad to participating in a social media contest to reading a detailed product review.
Given the complex nature of decision-making and the myriad of messages competing for a consumer’s attention, it’s clear why a single touch in marketing is often not enough. A strategic, multifaceted approach ensures that messages resonate and drive the desired action.