Touchpoint culture

July 19th, 2012 by Jonas Persson, Senior Interaction Designer at Hello Future.

I have previously briefly mentioned touchpoint cultures, and this tweet by James Bell make some interesting points.

Different platforms reach different audiences.

Know your customers and where they are. Also, know your content and where it’s most likely to work.

Not every touchpoint is for every brand.

Just because Facebook/Instagram/Pinterest etc is the hottest thing in town doesn’t mean it’s automatically right for you. Get to know the touchpoint before using it (this is why marketers need to be out there and use all these tools).

Think about different personas when using the Brand Touchpoint Matrix.

Preferably, create different maps for each of them. The important thing to be aware of is how different touchpoints reach different audiences, and how this can affect your content and communication strategy.

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