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Touchpoint Marketing?
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My company's (or agency's) ability to implement "total touchpoint" marketing is:
|
| Responses |
Number of
Responses |
Percentage |
| Very important
|
|
101 |
52.6% |
| Important
|
|
46 |
24.0% |
| Somewhat Important
|
|
26 |
13.5% |
| Not at all Important
|
|
12 |
6.3% |
| Don't Know
|
|
1 |
0.5% |
| Other
|
|
6 |
3.1% |
|
Total
|
192 |
|
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My company's (or agency's) overall effectiveness in communicating with consumers at every touchpoint is:
|
| Responses |
Number of
Responses |
Percentage |
| Excellent
|
|
17 |
8.9% |
| Very Good
|
|
30 |
15.6% |
| Good
|
|
53 |
27.6% |
| Fair
|
|
58 |
30.2% |
| Poor
|
|
27 |
14.1% |
| Don't Know
|
|
2 |
1.0% |
| Other
|
|
5 |
2.6% |
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Total
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192 |
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Our media planning fully integrates messaging to reach consumers as they travel to, into, and at the point-of-decision.
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| Responses |
Number of
Responses |
Percentage |
| Always
|
|
22 |
11.6% |
| Sometimes
|
|
107 |
56.3% |
| Rarely
|
|
40 |
21.1% |
| Never
|
|
8 |
4.2% |
| Don't Know
|
|
2 |
1.1% |
| Other
|
|
11 |
5.8% |
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Total
|
190 |
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My career success is increasingly dependent on changing consumer purchase behavior, not just attitude and awareness.
|
| Responses |
Number of
Responses |
Percentage |
| Agree Strongly
|
|
92 |
48.7% |
| Agree
|
|
80 |
42.3% |
| Disagree
|
|
10 |
5.3% |
| Disagree Strongly
|
|
2 |
1.1% |
| Don't Know
|
|
3 |
1.6% |
| Other
|
|
2 |
1.1% |
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Total
|
189 |
|
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In most cases, the ROI of the brands I represent is achieved primarily through close collaboration with our retailers.
|
| Responses |
Number of
Responses |
Percentage |
| Agree Strongly
|
|
53 |
27.9% |
| Agree
|
|
80 |
42.1% |
| Disagree
|
|
21 |
11.1% |
| Disagree Strongly
|
|
3 |
1.6% |
| Don't Know
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|
17 |
8.9% |
| Other
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|
16 |
8.4% |
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Total
|
190 |
|
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My company (or agency) has a plan to better understand how consumers shop and buy our brands at retail.
|
| Responses |
Number of
Responses |
Percentage |
| Agree Strongly
|
|
48 |
25.3% |
| Agree
|
|
82 |
43.2% |
| Disagree
|
|
29 |
15.3% |
| Disagree Strongly
|
|
8 |
4.2% |
| Don't Know
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|
8 |
4.2% |
| Other
|
|
15 |
7.9% |
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Total
|
190 |
|
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We expect to be able to implement effective total touchpoint planning by:
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| Responses |
Number of
Responses |
Percentage |
| Now
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|
38 |
20.1% |
| 1-6 months
|
|
15 |
7.9% |
| 6-12 months
|
|
46 |
24.3% |
| 1-2 years
|
|
33 |
17.5% |
| 3-4 years
|
|
8 |
4.2% |
| Never
|
|
2 |
1.1% |
| Don't Know
|
|
40 |
21.2% |
| Other
|
|
7 |
3.7% |
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Total
|
189 |
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What are the greatest obstacles to effective communications at all touchpoints, and how does your organization overcome them?
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Which brands have done the best job in touchpoint communications and why?
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My company size in (US Retail topline revenues)
|
| Responses |
Number of
Responses |
Percentage |
| Less Than $500MM
|
|
127 |
68.6% |
| $501MM - $999MM
|
|
21 |
11.4% |
| $1B - $2B
|
|
6 |
3.2% |
| $2B-$5B
|
|
11 |
5.9% |
| $5B- $10B
|
|
7 |
3.8% |
| $10B+
|
|
13 |
7.0% |
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Total
|
185 |
|
|
| Responses |
Number of
Responses |
Percentage |
| Agency
|
|
61 |
32.3% |
| Manufacturer
|
|
29 |
15.3% |
| Service Industry
|
|
20 |
10.6% |
| Consulting Firm
|
|
29 |
15.3% |
| Marketing Services
|
|
26 |
13.8% |
| Media
|
|
17 |
9.0% |
| Academia
|
|
4 |
2.1% |
| Not-For-Profit
|
|
3 |
1.6% |
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Total
|
189 |
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Number of years in marketing:
|
| Responses |
Number of
Responses |
Percentage |
| More than 15
|
|
105 |
56.1% |
| Ten to 15
|
|
45 |
24.1% |
| Five to 10
|
|
29 |
15.5% |
| Fewer than 5
|
|
8 |
4.3% |
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Total
|
187 |
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