Getting The Most Bang For Your Marketing Buck: Introducing Forrester’s Touchpoint-Impact Framework

As a marketer, have you struggled to identify the channels and information sources that will give you the most bang for your marketing buck? My colleague Cory Munchbach and I have just published a report — “Assess The Impact Of Touchpoints Along The Consumer Path-To-Purchase” — that tackles this issue through the lens of the customer life cycle.

Consumers use a multitude of touchpoints when discovering, exploring, buying, and engaging with brands, but some sources are more effective than others. In the explore phase, consumers use a variety of information sources and touchpoints to research the products and services they’ve discovered. But which ones are most effective in driving consumers to the buy phase and have a stronger influence on the price that consumers ultimately pay for their purchase? To help companies answer these questions, we developed the Touchpoint-Impact Framework, which identifies the channels or interaction points that have the biggest impact on consumers’ spend as a percentage above the average price for a given category — the so-called price premium.

The graphic below illustrates the Touchpoint-Impact Framework and how it places the channels that consumers use to explore brands, products, or services into four quadrants:

  • Strong premium impact and low market penetration.
  • Strong premium impact and high market penetration.
  • Weak premium impact and low market penetration.
  • Weak premium impact and high market penetration.
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