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2017-09-12

Din guide i touchpoint-djungeln

Det är alltid lika svårt att sätta en rubrik på det man tänkt skriva om. Man vill ju få sagt så mycket i en enda mening och det finns väl egentligen ingenting svårare än att tvingas välja bort?

Men för alla som arbetar med marknadsföring har behovet av att välja bort aldrig varit större än idag. Den digitala utvecklingen har öppnat en ocean av nya möjligheter och antalet touchpoints mellan varumärken och konsumenter har fullständigt exploderat. Vi brukar prata om hur ”the touchpoint revolution” har gjort varumärkesbyggande så oändligt mycket mer komplext.

Företagen inser att det blir mer och mer kritiskt för varumärkets framgång att göra rätt val och hantera touchpoints bättre än konkurrenterna gör. Men få har en plan för hur det ska gå till.

Så om ni känner att ni saknar en sådan plan kan vi väl tillsammans försöka bena ut komplexiteten. Tänk på det som en process, eller kanske snarare som en resa genom en snårig djungel, där ett antal insikter får falla på plats under resans gång.


Den första insikten är denna (och nu säger jag exakt det mina föräldrar sa när jag gick i mellanstadiet och ville ha en Salomon-ryggsäck som alla andra):  Att göra någonting för att alla andra gör det är aldrig en tillräckligt god anledning!

Just nu är trenden att varumärken satsar på social media, som mer och mer blir en kanal för både varumärkesbyggande och kundkontakt. Samtidigt visar Connected Life att konsumenterna fortfarande föredrar att interagera med varumärken på deras hemsida och för kundservice föredrar man fortfarande att ha kontakt med personal i den fysiska butiken. Så det finns en risk att företag ibland springer lite för fort och faktiskt springer ifrån sina konsumenter, i en iver att göra som ”alla andra”.

Men framför allt handlar den här insikten förstås om att det inte finns några generella sanningar om vad som är bra och dåliga touchpoints. Det beror helt på vilket varumärke vi talar om! Det som är rätt för er närmaste konkurrent behöver inte vara rätt för er, vilket betyder att ni måste angripa touchpoints-problematiken utifrån ert varumärkes specifika förutsättningar.
 

Den andra insikten är att det finns två olika dimensioner som måste optimeras, nämligen VAR ni möter konsumenterna och HUR ni möter konsumenterna. Det är först när ni lyckas med båda delarna som det kan bli riktigt bra. Så med andra ord behövs det inte en plan, utan två!

För att svara på VAR ni ska möta konsumenterna så krävs en ordentlig genomlysning av alla varumärkets touchpoints. Då handlar det inte bara om köpta kanaler, utan lika mycket om det som görs i egna kanaler (den egna butiken, kundtjänst, hemsidan osv) och inte minst det som brukar kallas ”earned touchpoints”, såsom konsumenters användning av produkten/tjänsten, omdömen i media, word-of-mouth osv.

En sådan genomlysning måste ge er svar på i vilken utsträckning varje touchpoint faktiskt bidrar till att stärka varumärket. Men den måste också ge svar på varifrån effekten kommer – är den ett resultat av räckvidd eller av stor påverkan i varje enskild kontakt. Först när ni har tillgång till denna information är det möjligt att börja prioritera bland touchpoints och optimera effekten av varje satsad krona i marknadsföringsbudgeten.


Att inse detta behov av objektiv, konsumentbaserad information om hur varumärkets touchpoints levererar skulle jag säga är den tredje viktiga insikten. Det finns ofta en övertro till att detta är något man kan resonera sig fram till internt. Vår erfarenhet är att studier av det här slaget nästan alltid levererar en aha-upplevelse om vilka touchpoints som faktiskt bidrar till att bygga varumärket och på vilket sätt.

Att mäta effekten av enskilda touchpoints på varumärkets Brand Equity kräver en avancerad mät- och modelleringsmetod, och inom Kantar använder vi vår metod Connect för detta.

Den andra dimensionen som måste styras upp är HUR varumärket möter konsumenterna och här behöver den fjärde insikten falla på plats. Det måste finnas en röd tråd genom alla varumärkets aktiviteter och den enda tråd som är stark nog att hålla ihop ett varumärke över tid över ett stort antal touchpoints är emotionerna! Bara genom att konsekvent förmedla samma känsla kring varumärket över tid och över olika touchpoints kan ni bygga ett varumärke som är tydligt nog att faktiskt attrahera konsumenter.


Det säger sig självt att detta blir allt svårare, när antalet touchpoints ökar och fler inom företaget blir inblandade i varumärkesbyggande aktiviteter. För att lyckas krävs att ni arbetar strukturerat utifrån en emotionell plattform. Varumärket måste ha en tydligt uttalad emotionell målposition som varje aktivitet kan utvärderas mot innan ni beslutar att gå vidare eller inte. Inom Kantar hjälper vi dagligen våra kunder med den här typen av beslut, baserat på vår NeedScope-modell.


Den 22 november håller vi ett frukostseminarium i Malmö på temat Optimera varumärkets touchpoints. Är du intresserad av att delta så anmäl dig här. Hoppas vi ses då!

Helena Wilson

Senior Research Specialist

0707-992802

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