What is the contact point?

There are many levels for consumers to contact brands, and the experience at each level will be different. Let these differences become a empathy of core interests, which is the central content of brand contact point management.

Brand contact points refer to the situation that consumers have the opportunity to face a brand information, and these contact points are the main sources of brand information. Contact is the core concept of integrated marketing communication, which refers to all the processes and scenes of conveying brand, product category and any market-related activities to customers or potential customers.

The significance of brand contact points is not only reflected in each point, but also in the overall linkage of people, events and channels. The combination of static and dynamic is adopted to realize1+1> 2, this is also the ultimate goal of managing and using brand contact point communication.

Extended data

The communication management method for managing brand contact points is:

(1) Confirm the brand contact point;

(2) according to the potential influence, determine the priority of each brand contact point;

(3) Determine which brand contact points can get the best feedback from customers;

(4) Calculate the information control cost of each brand contact point and the cost of collecting customer data;

(5) Decide which contact points can convey additional brand information or strengthen meaningful dialogue.

Baidu encyclopedia-contact point

Baidu encyclopedia-brand contact point