For years, touch points have been understood through the metaphor of a “funnel”-consumers start with a number of potential brands in mind (the wide end of the funnel), marketing is then directed at them as they methodically reduce that number and move through the funnel, and at the end they emerge with the one brand they chose to purchase (Exhibit 1). Marketing has always sought those moments, or touch points, when consumers are open to influence. And it explains P&G’s decision, long ago, to produce radio and then TV programs to reach the audiences most likely to buy its products-hence, the term “soap opera.” It’s why, a decade ago, began offering targeted product recommendations to consumers already logged in and ready to buy. That’s why consumer electronics companies make sure not only that customers see their televisions in stores but also that those televisions display vivid high-definition pictures. ![]() ![]() ![]() If marketing has one goal, it’s to reach consumers at the moments that most influence their decisions.
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