Most digital marketers are still using basic targeting – they're not considering the complex customer journey that has multiple touchpoints.
These days, life is like a Japanese toilet – it’s way more complicated than it needs to be. The same goes for customers deciding to buy your product or service.
The digital consumer journey is more complex, with people interacting across multiple devices, platforms, and touchpoints. Research by McKinsey found that more than half of customers engage with up to five channels each time they make a purchase.
If these customers encounter inconsistent information or can’t quickly get what they need, they may lose interest in your brand’s products or services. That’s why digital marketers must deliver consistent, personalised experiences across these touchpoints to drive engagement, and push that sale over the line.
Read why people do business with people and how personalisation builds brand loyalty
Optimise multiple touchpoints – and don’t be a stalker ex
Marketers must invest in omnichannel strategies and have a ‘golden thread’ throughout.
When it comes to brand channels, the trick is to keep a golden thread throughout the messaging, from your business’s website to YouTube channel, social pages to mailers. Like we said, potential customers are looking in multiple places before making a buying decision.
As a brand, you need to optimise as many of those touchpoints as possible through personalisation, relatable and useful content (like FAQs and reviews, or content that addresses a pain point specific to your audience), all underpinned by unified messaging.
Read how we consume content has changed (and why that matters for marketers)
Touchpoints are anything that helps a consumer make a decision, like remarketing ads, pieces of useful content, and influencer campaigns. Just make sure that the right people are reviewing your product or service and that any information is credible and easy to find.
Whatever your do, don’t only rely on relentless remarketing because it will drive potential customers away. We’ve all been there, with that ad that follows you around from device to device like a stalker ex.
Go to where your customers are (and focus on intent)
If you engage consumers on the right platforms with the right content at the right time, you’re way ahead of your competitors.
Utilising tools like AI or voice search increase the chances of a purchase being made. According to Gartner, in 2025, 30% of outbound marketing messages from large organisations will be AI generated. It can be hard to get a handle on so many touchpoints, and AI can help bridge that gap when it’s strategically applied to content creation, messaging, and automating aspects of the customer journey.
Voice search is another tool that many marketers overlook. According to WebFX, about 90% of people find voice search easier than typing out a search online, and sales from voice search have reached over $2 billion. It’s still largely untapped but we believe it’s another important touchpoint for marketers to reach customers.
Then use data that shows intent so you’re marketing to the segment that’s ready to buy.
The digital consumer journey can feel like figuring out a Japanese toilet – they come with so many settings and no English translation in the manual. Although as Randy from South Park will attest, once you get the hang of it, there’s no going back.
By using omnichannel strategies, personalisation, and emerging technologies like AI and voice search, marketers can meet consumers at every touchpoint with relevant and consistent messaging.
Keep it simple, stay relatable, and let your customers come to you, so you can turn those touchpoints into tipping points.
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