Touchpoint

Also known simply as a touch, a touchpoint is a specific instance in which an individual interacts with a company. There are two basic types of touchpoints:

• Digital touchpoints, in which the interaction takes place online (e.g. when someone responds to a PPC advertisement, interacts with a social media campaign, opens an email newsletter, downloads a white paper, or submits a demo request)
• Non-digital touchpoints, in which the interaction takes place offline (e.g. at trade shows, conferences, and other events)

Tracking the impact of these touch points on the buyer's journey offers insight into which campaigns and strategies are most effective at attracting and retaining customers.